Ted Baker taps Animal Crossing for autumn/winter campaign
Ted Baker is making its first foray into the clothing gaming market. This month it will showcase its autumn/winter brand campaign and clothing collections within its own universe on Animal Crossing: New Horizons.
The lifestyle brand says that it is “experimenting with new and innovative digital formats in a bid to develop its cultural capital and capture market share from a Millennial audience”.
On Ted Baker Island, players will be able to explore a series of five different virtual realities inspired by the settings from the brand’s current Street Party Sessions campaign.
From a walled flower garden to a beachfront pier scene, each of the different zones will be positioned in a night time setting to create an in-game party atmosphere with musical influences.
There will also be the opportunity for players to customise their avatars in Ted Baker clothing, with a digital version of 20 items from the autumn/winter collections available to try on.
Additional elements will include in-game photo opportunities and a built in QR code which will direct players to discover more around the Street Party Sessions campaign.
Ted Baker collaborated on this with visual artist, musician and gamer Kara Chung, she of the Instagram account ‘Animal Crossing Fashion Archive’ which documents fashion activity across the Animal Crossing world.
Players can use the Animal Crossing Dream Code DA-5019-5606-1864 to explore Ted Baker’s island within the game.
