In November 2023, Moonrock collaborated with GALE Partners and connected anti-vaping charity truth with gamers through a Minecraft community activation starting from scratch. The first step was launching a Discord server to organize a tournament featuring top influencers and community leaders, gaining 4,192 members in the first 24 hours.
In the lead up to the tournament, we also designed a custom in-game cosmetic item for truth, which was downloaded more than 12,000 times. Finally EVNT, a department of Moonrock, created custom Capture The Flag maps for the tournament, offering total boardroom-to-broadcast control of the event.
For the tournament itself, Moonrock recruited 40 of the most popular Minecraft players including Captain Sparklez, Punz, Tubbo and BadBoyHalo. Hosts Lewis Fulham and JoJo Solos ran a two-hour charity livestream on truth’s Twitch channel, while all other players simulcast the tournament on their own channels for increased reach. During the broadcast, custom interstitials for truth – created in Minecraft too – promoted the charity’s messaging to viewers.