A mixed reality campaign called ‘The Nether Lands’ promoted ‘A Minecraft Movie’ and positioned Doritos as the ultimate movie snack. The campaign was initiated by United Playgrounds, with creative direction from Fitzroy and real-time activation by Livewall, while immersive tech was developed by Beyond. It launched on March 28 with a full-scale Minecraft portal in Amsterdam’s Museumplein, allowing players to collect resources and battle Piglins using their phones for a chance to win an 18-karat gold Dorito chip worth €1,000. The activation expanded to cinemas, train stations, and over 135 DOOH screens in the Netherlands and Belgium, enabling anyone with a bag of Doritos to access an AR-powered Minecraft adventure. The campaign gained global attention, particularly in Times Square and Piccadilly Circus, and was covered by international media. Key results included 400,000 unique interactions, 42.5 million impressions, a 185% lift in association with “movie nights,” and a 27% increase in brand preference.