Creative Coronavirus

Ads We Like: Singapore's Sentosa Island creates branded island on Animal Crossing


By Shawn Lim, Reporter, Asia Pacific

May 8, 2020 | 2 min read

Sentosa has tapped into the popularity of Nintendo’s Animal Crossing: New Horizons by creating the first branded island on the game.

The idea is to give people in Singapore a virtual place to hang out, as they continue to remain in lockdown as part of the country’s efforts to fight the coronavirus pandemic.

According to the island owner, Sentosa Development Corporation (SDC), ‘Sentosa Crossing’ uses the island’s attractions to engage players to explore the island.

Players can register for one of the 36 free slots available each day to visit ‘Sentosa Crossing’. Attendees must have a subscription to the online game and answer the question the brand sets each week to be able to enter the island. The game was created by Sentosa's agency BBH.

The game follows a series of virtual events and activities launched by Singapore's attraction island. People can take part in Sentosa Beats Party, a series of curated beats by DJs to bring the beach club experience to guests at home.

They can also take part in Sunset Therapy and Sentosa Cocktail Club, a tutorial series on Sentosa’s Instagram page. There will also be Virtual Yoga by the Beach that will be hosted on Sentosa’s Facebook page every Saturday. BBH developed the game.

“Through our virtual offerings, we would like to encourage everyone to make time for an “island getaway” during these challenging times, as a break is important for one’s mental wellbeing”, said Lynette Ang, the chief marketing officer at Sentosa Development Corporation.

“In addition, while exploring these leisure experiences, guests can also be inspired with ideas for future outings to Sentosa. We are planning to offer more novel leisure options for our guests and very much look forward to welcoming everyone back to The State of Fun again soon. Meanwhile, until we see you again, do stay home and stay safe.”

Animal Crossing has become a digital icon of the coronavirus era. The Drum previously explored how as millions of players continue to descend on the fantasy platform and brands, including Sentosa, have started to find a way in too.

Sentosa Crossing by BBH Singapore

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