Actimel Kids Minecraft - From Blueprint to Big Launch

The Challenge: Scaling a Giant Launching a partnership between Actimel Kids and Minecraft isn't just about making a pretty landing page. It's about building a digital engine capable of supporting 11 different markets ranging from the UK to Bulgaria, each with their own specific needs, regulations, and languages. The Strategy: Building Once, Deploying Everywhere Instead of building 11 separate websites, we architected a unified platform. The goal was consistency without compromise. We needed a system where the Minecraft "feel" stayed intact, but the local market requirements such as specific physical prizes or unique regional legal texts could be swapped in and out effortlessly. The Breakthrough: Streamlining the Language Barrier One of the biggest hurdles in a multi market journey is the back and forth of translations. With over 10 different languages to manage, traditional spreadsheets would have been a nightmare. We integrated our custom Translation Management Tool into the workflow. By using a system of "text keys", the local teams in places like Hungary or France could see exactly where a piece of text lived and provide the translation directly. The Result: No more lost emails, no more "clunky" translations, and a massive reduction in development time. Navigating the Logistics: Digital meets Physical A key part of our journey was managing the "prize bridge". The campaign wasn't just giving away digital character items; it also involved physical rewards. Our platform had to act as a sophisticated air traffic controller, instantly validating codes and triggering the correct fulfilment process, whether that was a download link or a package in the mail.

The "Experience" Factor: Merging Worlds via AR A global build for kids needs more than just a smooth entry form; it needs a moment of digital magic. To add a layer of interactivity, we developed a custom Augmented Reality (AR) experience that sat alongside the main platform. While the promotion was entirely separate from the Minecraft game itself, we wanted to capture that iconic "blocky" aesthetic in a fun, standalone web based experience. We designed an interactive game that brought a bit of Minecraft inspired fun into the user's living room: The Mechanic: We created a world where Minecraft style blocks fall through the users camera view in AR. Users tap the screen to "break" the blocks and reveal what's inside. The Interaction: Each block reveals either a fresh fruit or a Minecraft Mob/Item. The Goal: We replaced a traditional score with a digital Actimel bottle progress bar. Players aim to collect all the fruit variations to fill their bottle, while mobs act as a playful challenge that resets progress.

Managing the Momentum Once the campaign was live, the journey didn't end. We provided the teams with a real time dashboard that acted as their "Command Center." It allowed everyone to see how the campaign was performing across 11 markets simultaneously. This transparency meant the client wasn't just waiting for a post campaign report; they were part of the journey as it happened. The Final Word Building the Actimel Kids Minecraft campaign was a masterclass in coordination. It proved that with the right tools like localised translation tools and scalable architecture, you can take two of the world's biggest brands and make them feel at home in any market, no matter the language.