Hologram & AR Campaign
Warner Bros. tapped Pretty Big Monster to help launch A Minecraft Movie with a campaign that both honored the franchise's passionate global fanbase and introduced the film in a way that felt fresh, innovative, and distinctly Minecraft. The challenge was to craft a cohesive experience that didn’t just promote the movie, but actively invited fans to step inside its world.
The goal: create real-world magic and digital moments that could unite fans across generations and platforms, transforming traditional marketing touchpoints into interactive moments of discovery, delight, and shareability.
Pretty Big Monster answered the challenge with a bold, three-part campaign powered by augmented reality and holograms, connecting fans to the world of Minecraft, in malls, on their phones, and at a high-profile live event. Each activation brought the film’s characters and setting to life through immersive storytelling, interactive tech, and creative world-building.
In malls and high-traffic locations across the country, PBM created a looping holographic experience via the Hologram Media Network, running every four minutes. Using cinematic assets from the film, the show transformed public spaces into high-visibility brand moments. A scannable QR code invited viewers to unlock an exclusive AR collectible, turning high impact holographic OOH into an interactive takeaway that fans could continue engaging with long after the show ended.
At a live event in New York City, fans encountered full-size holograms of key characters from the film.
Powered by Snapchat’s Camera Kit and displayed through HMN’s holobox technology, the installation allowed users to puppet the characters in real time, letting fans step into the director’s chair and bring the film’s characters to life.
The result was a high-energy, social-ready moment that turned spectators into participants and drove authentic fan excitement both on-site and online.
The goal: create real-world magic and digital moments that could unite fans across generations and platforms, transforming traditional marketing touchpoints into interactive moments of discovery, delight, and shareability.
To extend the campaign into the hands of fans everywhere, PBM created a Snapchat Lens that transformed users into in-world Minecraft avatars. With a look and feel that mirrored the film’s aesthetic, the lens gave fans a playful, self-expressive way to show off their Minecraft style, and share it with friends. The lens activated a wave of organic engagement on social media, giving fans an easy way to be part of the campaign no matter where they were.
This multi-platform campaign wove AR through every layer of the launch, uniting physical and digital experiences into one cohesive narrative. From holograms in malls to live fan puppeteering and mobile avatar play, A Minecraft Movie was showcased for audiences through a campaign that embodied the franchise’s spirit of creativity, community, and joyful experimentation.
The campaign not only generated millions of impressions but also gave fans new ways to see—and be seen in—the Minecraft universe.