spent a lot of time playing Animal Crossing: New Horizons. But unlike most players of the delightful PG life simulation game, she was working on a special mission: building Tatchaland.
Tatchaland was also different than most traditional branded content deals: Tatcha did not work with or pay Nintendo, the maker of Animal Crossing, to create the branded activation within the game, and did not receive special permission or capabilities to build out its brand activation. with the likes of Ariana Grande, Travis Scott, Avengers, FIFA's World Cup, and more.
Tatcha's own team had enjoyed the game during quarantine and realized there was a strong match between Tatcha's audience and Animal Crossing's dedicated audience of women game players. While stores were closed because of the pandemic, Tatcha could still interact with its fans and release products in the game. They reached out to Marshall to help make it happen.
Tatchaland featured a Japanese tea house, a fountain, a product test lab, and a hoodie made in collaboration with Alo yoga.The island also serves as a launch space for Tatcha's new Rice Wash product. The island features rice fields as a nod to the product's key ingredient, and players could learn about the product in the test lab, as well as earn a chance to win a sample of the product.
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