Hellmann's Created Its Own Animal Crossing Island
Laura McQuarrie — August 14, 2020 — Marketing
References: campaignlive
Hellmann’s Canada created a virtual island of its own within Nintendo’s Animal Crossing: New Horizons and it offers a unique experience for gamers. As well as being dazzled by the mayonnaise-themed island, Animal Crossing players will have the chance to impact change in the real world by turning virtual food waste into real food for those in need.
In the Nintendo game, players know that they can collect and sell food for currency and even though turnips are highly valuable, they become virtually worthless if not sold within a week. When players visit Hellmann’s Island, they can drop off their spoiled turnips and Hellman's Canada will make a donation to Second Harvest—Canada’s largest food-rescue charity.
Visiting the island is an exclusive experience that can only be done by messaging the brand on Twitter to get a personal code on a first-come, first-served basis.
Image Credit: Hellmann's
In the Nintendo game, players know that they can collect and sell food for currency and even though turnips are highly valuable, they become virtually worthless if not sold within a week. When players visit Hellmann’s Island, they can drop off their spoiled turnips and Hellman's Canada will make a donation to Second Harvest—Canada’s largest food-rescue charity.
Visiting the island is an exclusive experience that can only be done by messaging the brand on Twitter to get a personal code on a first-come, first-served basis.
Image Credit: Hellmann's
Trend Themes
1. Virtual Brand Experiences - Creating virtual spaces within popular video games allows brands to engage with consumers in a unique and interactive way.
2. Gamified Social Impact - Incorporating charitable donations and real-world impact into virtual gaming experiences provides a new avenue for users to contribute to meaningful causes.
3. Collaborative Marketing Initiatives - Partnering with popular video games and charities allows brands to tap into existing fan bases and extend their reach to new audiences.
Industry Implications
1. Gaming - The integration of brand experiences and philanthropy into video games presents opportunities for innovative marketing campaigns and revenue streams.
2. Food and Beverage - Food-related brands can leverage virtual gaming platforms to raise awareness about food waste issues, promote sustainable practices, and support charitable organizations.
3. Charitable Organizations - Working with brands and video game developers can create new avenues for fundraising, spreading awareness, and engaging with potential supporters.
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