Biden wins votes in “Animal Crossing Friends Club”

Editor’s note: This article is from the WeChat public account “Competition” (ID: Coreesports) , author: Gui Zhiwei.

Biden draws votes in “Animal Crossing Friends”

Recently, the US presidential candidate Biden The campaign team showed the “Animal Crossing Friends Club” (referred to as : The official “Biden Island” in Dongsen) has attracted attention.

Due to the COVID-19 global epidemic that has continued from the beginning of 2020 to the present, many people have realized the importance of maintaining social distance. This has promoted the explosive growth of cloud video conferencing such as Zoom and social games such as “Dongsen” to a certain extent.

In March 2020, Nintendo launched the simulation business game “Dong Sen”, which not only has a high degree of freedom of gameplay, but is also a product that focuses on social attributes for all ages. The game sold over 11.77 million sets within 10 days of its release, detonating the entire game industry.

Presumably, the Biden team’s presence in “Dong Sen” is also aimed at attracting this part of the voters who were easily overlooked before, and creating influence for the next general election.

Thanks to the high degree of freedom of gameplay and the emphasis on social attributes of “Dongsen”, in the special period “Dongsen” has long become a unique platform for various social activities and brand marketing, such as graduation ceremony, dating, wedding, brand belt Goods and so on.

Perhaps there is not yet a virtual product that transcends reality like “Ready Player One”, but this does not restrict players from playing in “Dong Sen”Explore the imagination of the “oasis”.

Canvassing votes to the game circle

Visit “Biden Island” and hear Biden’s campaign “gold sentence”: Stop bullshit! (NoMalarkey).

Gamespot, an American gaming website, commented that it was a senior player who “built the island” for Biden. It can also be seen from the design details of “Biden Island” that the Biden team attaches great importance to attracting votes in “Dong Sen”.

Biden’s “Dong Sen” island is named “Biden HQ”.

After landing on the island, interested voters can download the four logos they provide, including the official version of Biden-Harris, Team Joe, “Joe” Pride, and the red, white and blue sunglasses logo.

From the overall layout, “Biden Island” mainly has two areas: office buildings and polling points.

The office building consists of two offices, one is Biden’s and the other is Vice Presidential candidate Kamala·Harrys. There are posters of Biden when he was young and even the logo of Harris’ alma mater, Howard University.

From the perspective of the setting, the office on “Biden Island” can be said to have everything.

When the player enters the polling place, it marks the huge advertisement on the website of the Democratic National Committee of the United States-“I Will Vote”.Outer eye-catching. In the area, not only a list of election days is provided, but players are also guided to choose between mailing or voting in person to participate in the general election.

In addition, campaign flyers are scattered on the streets and intersections on the island. The entire island is like a Biden-themed virtual amusement park, with ice cream stalls, model trains and exclusive campaign merchandise in the game.

The island with a prominent design theme has obviously become the propaganda camp of the Biden team.

Interestingly, the Biden team is not the first to try to interact with voters in the game.

In September of this year, the campaign team of Shigeru Ishiba, the former secretary general of the Democratic Party of Japan, announced that they would use “Dongsen” to promote the campaign for Shigeru Ishiba. However, it was closed in less than a day after it was opened because of the difference between Japan and the United States in Nintendo’s use of the “Dongsen” protocol.

Then why did the US president and Japanese prime minister campaign for “Dong Sen”?

Friends who are concerned about the gaming industry should understand that since its launch in March, “Dongsen” has attracted hundreds of millions of players.

On the other hand, due to the impact of the new crown pneumonia epidemic, many offline activities have to be cancelled. In order to increase its influence, the politician team needs to expand more publicity methods. Highly popular games such as “Dong Sen” are compatible.

This is a good dynamic and diverse platform for the Biden team. It not only caters to the “gamers” part of the voters, but also a creative new way to meet voters and supporters.

It is worth mentioning that it is not only politicians who engage in marketing and promotion in “Dongsen”, but ordinary players are also trying the “combination of virtual and real” gameplay.

Live live delivery in Dongsen

As a phenomenal work, a highly complete virtual society is being born around “Dynamic Forest”. Among them, in addition to the freedom and variety of gameplay in Dongsen itself, player creation is also indispensable.

Previously, the game industry media Game Research Agency reported that an American “Dongsen” player imitated the well-known shopping website Amazon and built a “Dongsen version of Yama”Xun”-Nookazon, an online retail platform based on “Dongsen”.

In Nookazon, both the buyer and the seller are registered users. After the seller lists the items, the seller uses the bell ticket to bid, and the buyer can also quote and bid through the bell ticket.

However, Nookazon’s merchandise transactions do not involve cash, and are limited to in-game items.

It is worth mentioning that in addition to opening a game store in “Dongsen”, in reality, many brands also conduct cross-border marketing through “Dongsen”.

During the epidemic, the Italian clothing brand Valentino (Valentino) has closed its physical stores in various countries. Although the company also has its own e-commerce business, it mainly focuses on offline physical stores.

In order to pull customers’ attention from line to line as much as possible, Valentino cooperated with the designer of “Dongsen Fashion Archive” in an official capacity to copy the 2020 spring and summer series of clothing under its brand to “Dongsen” In the world.

Thanks to this creative strategy, Valentino has achieved good publicity effects on social media.

Before Valentino, 100 Thieves, which was founded by a former e-sports player and is both an e-sports team and a fashion sportswear brand, discovered the shareholder style of “Dong Sen” very early.

Julia Wu, senior marketing manager of 100 Thieves, said in an interview with the media that when “Dong Sen” was first released, employees reproduced their own brand clothes in the game. At that time, the team immediately realized that this would be a It can shorten the distance between the brand and the fans, the form is interesting, and there is even a good opportunity to expand new users.

In April of this year, 100 Thieves re-engraved all the costumes of the three years since its establishment in “Dongsen”, and uploaded them to Google Cloud Disk separately according to the year, for players to download freely.

It is worth mentioning that, in addition to branded goods, “cloud museum” and “cloud tourism” have also appeared in “Dongsen”.

For example, Paul Gettybo in Los AngelesThe museum will exit to the [Dongsen Import Tool], which allows players to import the collection of artworks into “Dongsen”; using the high-degree-of-freedom island design function of “Dongsen”, SDC puts the iconic attractions in Sentosa Re-engraved into the virtual world and so on.

From a marketing perspective, although players can’t really drink cocktails, soak in hot springs, or play the ramp, but at least, it’s really quite pleasing to gamers.Hi ads.

If it can achieve considerable results at the publicity level, it is also a good new marketing attempt for the enterprise.

Although I don’t know how much real benefit this kind of publicity can bring to the brand, this form does give people a very “trend” impression just like “fashion” itself.

High degree of freedom is the core of this type of game

“This is the ‘Oasis’ world. The only limitation here is your own imagination.” This is a classic line from the movie “Ready Player One”.

Although “Dongsen” has not yet formed the virtual world that transcends the reality of “Top Player”, it is full of life and even becomes a part of the lives of many players.

The reason why “Dongsen” is able to build a bridge between the real world and the virtual world is mainly due to the “high degree of freedom”, which is also “Minecraft”, “Mini World”, etc.The core attributes of sandbox games.

Competition has been in【Mychasm=ea7e6e5eddd09e7485a220072d1204911 “The World” re-enacted biography, Columbia University campus scene, the cloud graduated into a new favorite”] It is mentioned in the article that Communication University of China, Columbia University, etc. are held on the “re-enacted version” campus of “My World” The “Cloud Graduation Ceremony”.

Thanks to the high degree of freedom of gameplay, players in the virtual campus of “Minecraft” can wander through the campus scene they have built as they wish.

As long as the player wants, he can even use flying props to fly between the teaching buildings.

From the beginning of a simple entertainment tool to today’s realistic projection medium, games have given humans endless imagination.

Perhaps just like Spielberg’s “oasis” in “Ready Player One”, the deep integration of reality and virtuality is beyond ordinary imagination.

In the future, can the president be an “oasis” player?

Don’t stop your imagination.