Thinking
The campaign was designed to combine the popularity of Minecraft with the excitement of collectible culture to drive customer engagement, repeat store visits, and family participation. The strategy focused on creating a fun, community-driven retail experience supported by strong visual branding, social conversation, and interactive collecting mechanics.
Execution
Merchantwise delivered a fully integrated campaign featuring 40 eco-friendly Minecraft Cubeez characters and blocks, alongside in-store POS displays, custom collector cases, and a national marketing rollout. The campaign was amplified through out-of-home advertising, PR coverage, influencer partnerships, and a nationwide Swap Day event encouraging fans to trade collectibles and complete their sets. The promotion generated significant engagement across retail and online communities, with rare Cubeez collectibles later reselling for up to $500 online.
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