Minecraft Dungeons II
Minecraft Dungeon II: Twitch Influencer Campaign for the Launch in France
Xbox has entrusted The Node with the influencer marketing campaign for the launch of Minecraft Dungeons II in France.
The challenge: to highlight a cooperative game designed for multiplayer, while transforming it into a truly social experience for Twitch communities.
TWISTED: An interactive Twitch format inspired by the game's lore
To take on this challenge, The Node created "TWISTED," an interactive Twitch format inspired by the corruption at the heart of the Minecraft Dungeons universe.
The premise: four creators team up live, but one of them is secretly corrupted.
Their mission? To sabotage the game without getting caught.
Viewers and streamers turned detectives
Innocent viewers and streamers investigate side by side, in games punctuated by accusations, alibis, and bursts of laughter. The chat votes in real time by typing directly into the chat—without using Twitch’s native polling feature—to unmask the Twisted, while suspicion meters track the community’s opinion until the final verdict. The detectives who are the quickest to find the culprit unlock rewards tied to the Xbox ecosystem.
A system of animated overlays in the game's art style
The entire experience is built around a system of animated stream overlays custom-designed by The Node team, inspired by the artistic direction of Minecraft Dungeons II. This system drives every stage of the show: the secret assignment of roles and missions, the launch of chat polls at key moments, and the reveal of the Twisted’s identity and the rewards.
16 leading designers grouped into 4 squads
TWISTED took place over four evenings, from September 29 to October 4, with each evening featuring a squad of four creators and numerous live streams broadcast on their respective channels. In total, 16 leading Twitch content creators were featured, including five exclusive talents from The Node: LittleBigWhale, Gom4rt, Trixy, Linca and Splinter. Joining them are: Domingo, Baghera, Horty, Mastu, HCTuan, Zafeel, Leila, Laink, Terracid, Grim, and Theorus.
Much more than a typical gaming livestream
Part cooperative adventure, part social deduction game, TWISTED allowed creators to bring the game to life in a new way and enabled their communities to transition from spectators to investigators. The best sign of success: many creators continued to play Minecraft Dungeons II live after the campaign ended, on their own initiative, naturally extending the game’s visibility within their communities.
The highlights were also featured in YouTube videos and short-form content to extend the launch's reach far beyond the live stream on Twitch.
