GLOBAL PRIDE CROSSING

Pride is the time to be loud and proud, where users can celebrate their identity and be themselves, where communities come together to show support and love for each other. Sadly in 2020, Pride events around the globe were cancelled due to the COVID-19 pandemic. Pride saw an opportunity to take the celebrations virtually into the world of Animal Crossing: New Horizons

 
HG7SeJHWzkef6jyzhngvyY-1200-80.jpg

Working with We Are Social Singapore, Pride utilized the insanely popular Nintendo Switch game, Animal Crossing: New Horizons, to create Global Pride Crossing, a virtual pride to keep the spirit alive featuring custom clothing and island users can visit. Pride partnered with influencers to spread the word and get users engaged with the island. Across social, they saw incredible results, including:

  • 25.2 million impressions

  • 1.07 million minutes viewed across social

  • 90 articles resulting in 3.85 million article views

 

Key Takeaways

  • Engaging with gamers doesn’t require a massive budget

    • All that’s needed to achieve an Animal Crossing activation like this is a Nintendo Switch, a copy of the game, and the time to build it. No partnerships required!

  • Don’t be overbranded

    • While you do want to connect your brand to your campaign, sometimes it’s better to focus on the people attached and put branding secondary.

  • Have fun with it!

    • When brands do something fun and cool in gaming, it gets gamers talking both on Twitch, in discord, and on social. Have fun with the community!

*DISCLAIMER: This case studies our Marketing to Gamers interpretations of case studies that are publicly available and/or have been shared with permission from the involved parties.