Step inside the world
A playable digital game inspired by the Minecraft universe, turning the movie launch into an engagement activation that positions Doritos as the preferred movie snack.
400,000+
Unique interactions.
+185%
Increase in “movie night” association.
+27%
Growth in brand preference
The challenge
Enter The Nether Lands let people explore a world inspired by Minecraft for themselves.
How do you create buzz around a movie release in a way that goes beyond traditional advertising? Doritos wanted an activation built around interaction. Something that invites fans to participate, rather than just watch.
The concept
Enter The Nether Lands was designed as an accessible, web-based game. A familiar world where players move through the environment, collect resources, craft items and stop Piglins.
The digital experience tied directly into a physical DOOH activation featuring the iconic Minecraft portal, developed together with Fitzroy.
From Amsterdam's Museumplein to locations across the Netherlands and Belgium, it formed one coherent system that guided people straight into play.
Results
The game mechanics encouraged active participation. People took part, stayed involved longer, and returned to explore more.
The activation reached thousands of players across the Netherlands and Belgium, strengthening brand preference and participation around the movie release.
Ready to design interactions that actually stick with your brand?Let’s talk
