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Minecraft Gets Physical With Scavenger Hunt

The massively popular online world of Minecraft has now crossed into the real, physical world in an innovative cross-promotion with the Australian department store chain Big W.

Minecraft, which allows players to build out their own virtual worlds and environments, is considered by many to be the world’s best-selling video game of all time. Now, fans in Australia are seeing the game like never before, through a Minecraft Scavenger Hunt that mixes the digital world with the physical environment of the Big W retail outlets.

The BIG W exclusive in-store Minecraft Scavenger Hunt game incorporated many of Minecraft’s favourite characters and was developed with challenges for players to explore, problem-solve and use their skill to complete the hunt, bringing all the excitement of the game to life for the first time in a retail environment.

The Minecraft Scavenger Hunt game experience featuring QR code and augmented reality technology began at the entrance of each store and required players, with the use of clues, to identify, locate and scan Minecraft characters on point of sale throughout the store to solve the puzzle.  Upon completion, players were rewarded with a $5 discount redemption code to use when purchasing Minecraft products online.

Fully supported in-store with point-of-sale standees, wings and floor decals, the Minecraft Scavenger Hunt was also heavily promoted via BIG W’s website and catalogue.  A one-stop shop for all things Minecraft, BIG W stocks a full range of Minecraft branded products including toys, apparel, homewares, publishing, footwear and accessories.

The Minecraft Scavanger Hunt was an exclusive retail experience and web-based game which was created by Microsoft, Canada’s Intergalactic and Minecraft’s Australian and New Zealand licensing agency, Merchantwise Licensing.  Minecraft Scavenger Hunt creative including the in-store and online creative assets were developed by Australian creative agency, Three Scoops.

“We are thrilled to have launched this worldwide landmark Minecraft Scavenger Hunt experience in Australia at BIG W.  A true world first, over 5,000 Australians completed the in-store experience that, like the game, required them to explore and problem-solve.  Not only was the Minecraft Scavenger Hunt supported in-store with game point of sale, but BIG W’s extensive product range truly made it a one stop shop for all things Minecraft,” said Minecraft Retail Director, Bob Brennecke.

Big W’s Head of Commercial-Toys & Leisure Christine Faulkner says the licensed promotion achieved its goal of creating fun and excitement for the chain’s customers. “BIG W is committed to creating retail experiences that excite our customers both in-store and online,” said Faulkner. ” Minecraft has a massive fan base in Australia, and we are proud to be the first retailer in the world to deliver an event of this kind.”



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