During these isolating times of COVID, I’ve been missing promotional events. They’re one of the things that I enjoy most about being a creative promotional writer. Aside from games for review and the occasional hat or T-shirt, I don’t receive many promotional materials.
However, I rarely turn down invites to attend promotional events as they are a great way to catch up with my friends in the industry, see new products to write about and generally share the excitement of creating. So when Hellmann’s Canada sent over a dodo code to join them at a promotional event — and do some good at the same time — on their Animal Crossing: New Horizons Island, I flew DAL at the opportunity!
You read that right! Hellmann’s invited me to an event in Animal Crossing: New Horizons. To say I am blown away by my contacts in the industry and how that have handled promoting this at a distance is an understatement. This example of creativity is seconded only by the Detroit Lions using the same game to release their 2020 season schedule.
Attending a promotional event in a cutesy digital was every bit as weird and wacky as you’d expect it to be. Video calls and Discord servers feel like a removed way of meeting with the industry and fellow creatives. But my visit to Helmann’s Island felt charming and exciting.
It was helped by the reason we were all there: to spread some nourishment. Hellmann’s has partnered once again with Second Harvest, Canada’s largest food rescue charity, to tackle a real problem in our country, and they found a way to relate it to Animal Crossing: New Horizons through the turnip system.
If you’ve played the game mentioned above and invested in its turnips, you know the stress associated with making sure they don’t go to waste. And Hellmann’s feels they can use that stress to whip up some real-life change.
“When we noticed spoiled turnips is a real tension point for many Animal Crossing players, we wanted to take advantage of the insight to create a fun consumer experience that would have real-world impact. We’re hopeful Hellmann’s Island will not only be an incredible virtual experience but also will inspire players to think differently about real-world food waste.” Is what Gina Kiroff writes in a press release. Kiroff is the director of foods for Unilever Canada, Hellman’s Canada’s parent company. Her real-world impact is a promise to donate 25,000 meals to Second Harvest if it receives the same amount of spoiled turnips given this week on Hellmann’s Island.
From now until Saturday, you can also visit Helmann’s Island. But there’s a complex process of step to follow to get a Dodo Code, so pay attention!
Directly message @HellmannsCanada on Twitter and kindly ask for a time slot to come to visit the island. And please be patient! If the comments on Helmann’s regular posts are anything to go off of, there’s as lot Islanders asking for codes!
When you get a code, spam that happy reaction button a few times and then report to the DAL airport and enter your code.
You’ll then have to wait for everyone in your time slot to arrive on the island, which is dotted blue and white flowers to match Helmann’s logo. Make sure you aren’t a straggler!
The whole visit lasts about 15 minutes. You’ll be aided by a guide who will show you where to put down your spoiled turnips. The guide will then show you around Helmann’s Farm, where free-run hens lay the eggs essential for mayo, and where you’ll also see vinegar and canola — the other main ingredients needed. There’s also a Second Harvest sandwich kitchen situated next to a beautiful waterfall and a Helmann’s selfie booth to visit as well!
If you are feeling adventurous, you can also pole jump to Ribbon Island, a small inlet in the centre of the island decked out in flowers planted to match Hellmann’s logo. And there’s also an Able Sisters gift shop where you can download Hellmann’s-inspired merchandise for your character.
Lastly, Hellmann’s and Brockstar want to see pictures of your adventures, so be sure to tweet with the hashtag: #HellmannsIsland!
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