Animal Crossing x Shiseido

I was interested to read several of my classmates' posts about video games and digital advertising, and came across this article about Shiseido's recent collaboration with Nintendo Switch’s Animal Crossing. The beauty brand prompts game users to submit short clips of themselves playing through Twitter, which may be selected for inclusion in a film project. I think the campaign makes sense for a number of reasons. Animal Crossing has become hugely popular during the COVID-19 lockdown, as it allows users to interact in the context of a virtual world, while the bucolic theme provides an escape from being shut inside. I for one have enjoyed playing it on my phone during this time. By integrating with the game, Shiseido is tapping into a captive audience and is also asserting it's relevance with younger consumers. 

Further, by encouraging users to submit "selfie" videos, Shiseido is providing an occasion for consumers to wear makeup, a practice that may have fallen to the wayside during the lockdown as well. They will certainly want to look their best if they are selected for the brand's video. Through this partnership, the brand is also able to tap into the Animal Crossing userbase and leverage it to build it's own community. The avatar's in the game allow you to portray yourself however you want, almost as makeup enhances the way you present yourself to the world. Interestingly, as the article mentions, Shiseido is seeking to “Express the true beauty that lies beyond the ‘limits and expectations’ that hinders the diversity of beauty present in all genders, ages, nationalities and more with the free world of Animal Crossing.” A recent Proctor & Gamble collaboration with the game also leveraged the virtual avatars to focus on inclusivity. 

As a lover of both Animal Crossing and beauty, I am excited to see this digital marketing crossover. I believe this is an example of how digital advertising can be integrated seamlessly and authentically into the video game space.