Players of Nintendo’s Animal Crossing: New Horizon can periodically find a rusted part by rifling through the recycling bin on their virtual island. And while some might consider a rusted hunk of metal trash, Intel and Dell Technologies saw an opportunity to turn them into in-game treasures and opportunities to promote their own recycling efforts.

In a new campaign from VMLY&R, players can trade rusted parts for electronics they can show off in their character’s home. Using the Animal Crossing trading website Nookazon, users can exchange a part for one of six in-game electronics such as a laptop or server. They will receive a code to access eCycleLand, an island where they can complete the trade and take a tour of four stations providing information on what electronics can be recycled and on how Dell offers trade-in credits in exchange for select items. Scanning an in-game QR code leads players to a YouTube video that provides audio for the tour.

The campaign, which launched Tuesday to mark National Recycling Day, was promoted across social media and through partnerships with influencers who shared livestreams of their visits to eCycleLand on YouTube and Twitch.

“The Animal Crossing integration from Intel and Dell is designed to educate consumers about e-waste and the benefits of e-cycling,” Intel’s vp and general manager of brand, creative and media, John Coyne, said in a statement. “These practices not only keep e-waste out of the landfill but can also extend the life of used products and directly support equitable access to technology. Our industry has the power and the responsibility to deliver a future of more sustainable computing. When we embrace this new era of shared corporate responsibility, we can more quickly drive meaningful change as we work to tackle our world’s greatest challenges.”

Since Animal Crossing: New Horizons released in 2020, brands have used the game for ad campaigns that align with its utopian tone and focus on creativity. H&M created its own island focused on recycling clothing while Gillette worked with Animal Crossing to diversify its in-game avatars.

CREDITS:

Intel Corporation

VP general manager, brand, creative & media: John Coyne
Director, corporate and product brand identity: Matt Huntington
Senior director of brand strategy: George Olexa
Sustainability initiative lead – cross Intel initiative marketing: Caryn Herder
Senior brand manager: Chris Kusber
Brand manager: Paige Kane
Social media strategist: Christa Nutor
Manager brand community: Kylee Holden
Digital strategist: Jake Braught
Global digital marketing experience manager: Julie Van Antwerpen

VMLY&R

Global chief creative officer: Debbi Vandeven
Co-chief creative officer North America: John Godsey
Global chief creative officer, Intel: Allison Pierce
Executive creative director: Derek Clark
Executive creative director: Santiago Cuesta
Group creative director: Brendan Jenkins
Group creative director: Esteban Izquierdo
Associate creative director: Daniel Miller
Creative director: David Santiago 
Senior art director: Tabatha Biggerstaff
Creative director: Roy Milton
Art director: Jess Rasiel
Copywriter: Cheridan Arthur
Art director: Grace Reinhold
Copywriter: Alicia Kennedy
Design director: Dave Swearingen
Senior designer: Sabrina Tinsley
Associate design director: Jamin Hoyle
Manager director of strategy and insights: Howard Laubscher
Group director of strategy and insights: Amrita Bhatia
Global client lead: Amy WInger
Executive director, client engagement: Kryslyn Burks
Director, client engagement: Marissa Schultz
Associate director, client engagement: Maria Mejia
Supervisor client engagement: Daffodil Ryan
Account manager: Camille Lavoie 
Senior program manager: Camille Lewis
Managing director connections, PR: Adam Woullard
Connections director: Nolan Greiter
Connections director: Penny Hurd
Connections supervisor: Bianca Lev-Mathias
Associate director, strategy and insights: Alex Blitstein
Connections supervisor: Emily Lancaster
Associate director experience design: Selina Kendall
Group executive producer: Mathieu Shrontz
Producer: Nick Doering
Senior production business manager: Betty Greiner
Executive music producer: Theresa Notartomaso
Integrated production supervisor: Carson Catlin
Senior producer: Kate Zadoo
Senior motion designer: Cody Beltram
Editor: Kyle Grandmaison
Motion designer: Meghann Miller
Asset specialist: Alex Burns
Editor, colorist: Justin Roberts

Executive director experience design: Dave Altis

Director experience design: Susan Tiechen

Associate director experience design: Dana Sawyer