Iconic candy brand NERDS announced the launch of NERDS World, an interactive branded experience debuting within Nintendo’s highly-popular live simulation game Animal Crossing: New Horizons. Available in the United Kingdom, Australia and Canada, NERDS World offers players a positive outlet, allowing them to engage in a unique, user-generated experience including fun and inspirational activities.
NERDS World is in support of the brand’s ongoing “Stay NERD” campaign, which encourages consumers to “embrace their nerdiness” by believing in themselves and supporting others. As part of this mission, NERDS partnered with The Cybersmile Foundation in early 2020, with a shared goal of making the internet a safer space for young users by tackling issues related to cyber-bullying and online abuse.
“At NERDS, we stand for inclusivity, belonging and positivity, because as a brand we celebrate how we are all better together,” said Kelly Peyser, Senior Brand Manager for NERDS. “We saw Animal Crossing: New Horizons as an ideal place to bring these values to life, as the game creates a positive, fun experience where players don’t compete against one another but instead work together to create thriving communities online.”
Inside the NERDS World
A vibrant island destination, NERDS World is perfectly imperfect-shaped just like NERDS candy, and covered with decorations in the brand’s signature colors – purple and pink – along with stickers and fun Easter Eggs surprises. While in NERDS World, players can explore and engage in fun activities and win prizes:
Fans can explore within the island by themselves or with others.
Players can receive a guided visit to NERDS World – which is led by a NERDS avatar – by using a Dodo Code that NERDS will share via Instagram and Facebook. Dodo Codes will be accessible at @NERDSCandiesAUS (Australia), @NERDSCandies_UK (UK), and @NERDSCandies_Canada (Canada), or fans can simply visit NERDS World via a Dream Address.
Throughout the game, fans have the chance to receive special merchandise as well as take pictures with the different photo spots all through the island.
Fans can stay tuned for more surprises throughout the month with special activities and challenges released in the NERDS World platform throughout the month-long activation.
Driving Good in the World Through NERDS World
NERDS World will serve as a resource for players who want to learn more about or seek help related to online abuse or cyber-bullying. The island will be equipped with an innovative AI Assistant tool and QR codes, which will provide access to different Cybersmile resources, and will be populated with positive messages and tips throughout.
The activation is launching at a record-breaking time for Animal Crossing: New Horizons, which became Nintendo Switch’s fastest selling title ever after launching in March 2020, selling 13.4M units in its first six weeks. Animal Crossing: New Horizons is Nintendo’s second-best selling game of the year, selling 22.4 million copies since its release. The wide popularity of the game globally can be attributed in part to social circumstances surrounding the COVID-19 pandemic, where isolation has resulted in many consumers seeking indoor activities which allow them to stay engaged and connected to others.
“Especially during a time where the world looks different these days, NERDS World will provide players of all ages with the opportunity to connect virtually with friends and family, as well as build an even broader community online,”stated Scott Freeman, Cybersmile Director. “We are incredibly excited to be working with NERDS to introduce this creative destination, which will serve as a support system for young internet users across the world.”
Starting today, NERDS World will be available through December 17, 2020. Animal Crossing: New Horizon can be enjoyed on a Nintendo Switch console and is rated E for everyone. For more information, please visit www.staynerd.live.
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