In the "Buildboard Challenge", three maps corresponding to three cities - Paris, Dubai and New York - were created for the occasion, in which players are invited to evolve and create their own poster campaign for Charal Burgers. The more players progress, the more pitfalls their adventure becomes and the more difficult resources are to obtain. As the game progresses and the difficulty of the courses increases, gamers who have lost energy will be able to refuel and regain strength in one of Charal's food trucks scattered throughout the maps. The prize: a voucher worth €500, hundreds of discount vouchers to be won on the Burgers range and free burgers. As soon as a player manages to create a billboard, they receive the reward!
The Buildboard Challenge
Charal sets out to conquer gamers by investing in Minecraft!
Client
- Charal
Office
- France
By entering the world of gaming, the brand is making a decisive strategic turning point which shows its desire to remain connected to young people. Charal is a serious brand that has never taken itself seriously, and has thus remained close to its consumers. The Buildboard Challenge allows us to explore new territories and innovate. This is what we do best.
Stéphanie Bérard Gest
Marketing Director of Charal
Inspiration
With over 130 million active users, Minecraft is not only the best-selling game of all time, it is also the largest social gaming community in the world. To introduce its range of burgers to a younger generation difficult to reach with traditional TV or print campaigns, Charal, the iconic meat brand in France, went where they spend their time - on Minecraft, and asked them to do what they do best: build.
Idea
The Buildboard Challenge: Players are invited to build their own virtual Charal burger billboard in Minecraft, in order to receive a real burger in return.
Growth
Charal virtual billboards have flooded the networks. The media relayed the operation and the most famous French players joined in, including Avpierre, who engaged his community of 2.3 million followers. The result? More than 90,000 players, more than 270,000 invaluable hours for the brand spent by gamers on the operation interacting, playing and creating with Charal products and more than 2 million euros in media coverage. The Minecraft community continued to build, to create the first display media plan in a game designed entirely by the players themselves.
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