"Animal Crossing: New Horizons" players made pro-Biden custom designs, available in Able Sisters' Custom Designs Kiosk.
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Designers also posted codes for their own creations on external websites and Twitter, free for the taking to anyone who wanted to incorporate them into their island. Pro-Biden players could already pick up user-made decorations - known as custom designs - from the Able Sisters' Custom Designs Kiosk, a virtual shop within the game. Then they could incorporate the designs to make lawn signs or place them elsewhere on their islands.Ĭhristian Tom, the campaign's director of digital partnerships, said in a statement that they were "new creative and innovative ways to meet voters where they are and bring our supporters together." The Biden campaign released its official designs on Tuesday, which users could access with a special code. Yes, 'Animal Crossing' signs make sense for Biden Even before the Democratic nominee showed up there, his supporters had already used the game's design tools to create their own signs, shirts, and slogans. That's no easy task during a 2020 election that has upended in-person rallies, door knocking, and other tried-and-true techniques for getting out the vote.įor the Biden campaign, a ready-made audience seemed to be waiting on "Animal Crossing: New Horizons," which had sold 22 million copies as of June.
And just like in the real world, some players use their virtual homes to express their views on the Black Lives Matter movement, LGBTQ rights, and presidential candidates.Ī basic tenet of any online strategy - whether for campaigns, newsrooms, or marketers - is that you have to go where your audience is. The popular Nintendo Switch game allows players to customize colorful islands filled with adorable creatures and original designs and hop between other players' islands to trade goods or say "hello." It's become a virtual escape for millions of players during the coronavirus pandemic, when seeing friends in real life or traveling to exotic places has become fraught with risk. That now also includes " Animal Crossing: New Horizons."
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One family created a voting booth and registration table on its island to showcase its love of voting.
Some users added "Black Lives Matter" signs to their island during protests against police killings of Black people and rainbow flags as a symbol of solidarity with LGBTQ rights.
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