Launching Animal Crossing: New Horizons as a must-have game for Switch
Position Animal Crossing: New Horizons as the must-have game for core fans and accessible for casual gamers
Secure a broader spread of media coverage outside of the gaming and consumer tech space, with a focus on female lifestyle titles and influencers
PrettyGreen engaged core fans of the Animal Crossing series and wider audiences by showcasing New Horizons to range of media and influencers. Also to secure features inspired by elements of the game including design and fashion.
Our plans to host an event on a private island could not go ahead due to social distancing. Instead, the robust Nintendo press office identified the right media, influencers, celebrity talent and community members to get hands-on with the phenomenon that is Animal Crossing.
The title was gifted to a variety of media across gaming, tech and lifestyle press, as well as influencers and high profile talent – encouraging them to follow the government guidelines, by staying indoors and playing games. This led to features across gaming media and mainstream consumer titles such as The Sun, Mirror, Telegraph, Independent, GQ, Empire, Esquire, Cosmopolitan, Eurogamer, and a placement on the BBC News homepage.
We also secured a number of unpaid influencer and celebrity posts from the likes of actors Jodie Comer and Ncuti Gatwa, and heavyweight influencers Ali A and EmilyCanham.
Amongst a sea of memes and plenty of community excitement, Animal Crossing has stormed past other titles to take the top spot on the UK games chart. It has emerged as a new media channel for brands during lockdown.