In Minecraft, the most fiery dimension has always been: the Nether, an in-game world where players explore, mine, and hunt for shiny treasures. It was too perfect to ignore. So we built a unique gaming experience with a Dutch twist. An Augmented Reality game that lets fans step straight into the villain’s world of the new Minecraft movie.

We installed physical portals all across the country and even turned the Doritos bags into portals as well, so anyone could step into the Nether Lands.

The fans went crazy and thousands visited the Nether Lands: Mining, crafting, collecting, and battling their way to victory, chasing the ultimate reward: an 18-carat golden Dorito.