Objective
Minecraft is one of the biggest video games in history. Fans at all levels play the game, so while launching a new version of the game, Telltale wanted to reward the fans with an experience of what it might feel like being actually in the world of Minecraft.

Solution
As a first step, Circle defined the customer journey by blocking out the space with Circle rental wall panels. The walls were skinned with hand carved, airbrushed foam panels to create the faux finishes the fan would experience in the game. The fans were checked in at the main entry, guided through a themed hallway with different interactive components from the game for the fan to experience. Books from the Minecraft library, vials of magic potions, activation levers, even floating “ghasts” built excitement before they were able to demo the actual game. Within ten minutes of the show opening, the cue line to enter was over 2 hours long and over a million impressions were tracked within the first hour of so of the show.