Yesterday, Mike Tomlin (yes, that Mike Tomlin) gave the internet a tour of the city he’s been building in Minecraft for 12 years. Rooftop penthouses, a spa, a baseball stadium, glass elevators, the whole nine yards.
The video his son put together is worth a watch (with more episodes coming), but the backstory is the best part.
He started playing when his kids were in middle school. They’d be in their rooms all weekend obsessed with a game he knew nothing about, so he picked up a controller and met them where they were.
The kids grew up and moved on, but he kept building through 19 seasons as Steelers head coach (without a losing record). It sounds like gaming became his way to switch off from one of the most high-pressure jobs in sports.
Personally, I love this story because connection is what makes gaming great for me. A dad connecting with his kids, keeping up with friends who’ve moved away, and making new ones.
As a marketer who’s spent 6+ years in gaming, the lesson I HOPE people take from this is that a gaming x sports activation doesn’t need to use a sports title! I get that you’re trying to reach NFL fans, but challenge yourself to go deeper and ask what games that audience actually plays and cares about. Tomlin is the perfect example – an NFL head coach whose game of choice for 12 years was Minecraft.
Mojang Studios – let’s get Mike on the phone!!
