In preparation for the 2024 tax season, H&R Block collaborated with Moonrock to strategically target millions of gamers navigating the tax preparation process for the first time. Leveraging Moonrock's expertise, the initiative revitalized MCL, one of Minecraft's iconic game modes, seamlessly integrating H&R Block's branding into the gaming experience. This innovative approach capitalized on the widespread appeal of Minecraft and its influential community.
Central to the campaign was the creation of a captivating playable character named 'Sir Block,' designed to embody financial success and guidance within the Minecraft universe. Additionally, Moonrock developed a bespoke gaming environment, 'Block City,' tailored to immerse players in an engaging tax-themed setting.
The initiative culminated in a high-stakes competition featuring 40 renowned Minecraft influencers vying for a substantial $100,000 prize pool. Over the course of the event, which spanned three hours, the livestream garnered unprecedented attention, accumulating an impressive 660 million brand impressions. This remarkable success underscored the effectiveness of merging gaming culture with innovative branding strategies to reach and resonate with diverse audiences.