• by P.J. Bednarski  @pjbtweet, September 2, 2020

The Biden-Harris campaign is offering players of the super-popular video game "Animal Crossing: New Horizons" the ability to place yard signs around their online imaginary island, no doubt hoping to attract millennial players and get their vote this November.

Players can choose from four sign designs to download, featuring the official Biden-Harris signage; the Team Joe logo; the "Joe" Pride logo; and an image of aviator sunglasses (Biden favorites) shaded in red, white, and blue. Players will be able to access the designs in-game by scanning the design QR codes through the Nintendo Switch Online app.

"Animal Crossing" has been around since 2001 when it became a favorite for children, who have never quite given it up as they reached millennial-hood.

The latest edition, called New Horizons, sold 13 million copies within six weeks when its new edition debuted in March -- a Nielsen gaming sales record. 

The lure is that "Animal Crossing: New Horizons" is a gentle, happy respite from the COVID-19 pandemic and social unrest roiling through society. Players inhabit their own island where they fish, farm, and talk to animals (who talk back). There is currency, a business model and a generally peaceful time all around. 

Congresswoman Alexandria Ocasio-Cortez, a leading progressive figure who has endorsed the centrist Biden-Harris ticket, has become a big “Animal Crossing” fan since she began playing in May. "We exchanged fruit, took pictures, and I signed a bulletin note using my touch screen," she related on Twitter, after joining the crowd.

Christian Tom, director of digital partnerships for the Biden campaign, said in a statement: "Animal Crossing is a dynamic, diverse, and powerful platform that brings communities together from across the world. It is an exciting new opportunity for our campaign to engage and connect Biden-Harris supporters as they build and decorate their islands."

The campaign is not the only marketing effort going on within 'Animal Crossing.' Last month, Gillette women’s razor brand Venus and Cottonelle toilet paper both launched in game tie-ins.

Perhaps the campaign sign idea will work to signify the Biden-Harris team’s solidarity with millennial voters, but the reaction on Twitter and YouTube  is mixed. 

Some commenters on YouTube hooted their derision. "This is so 'cringy,' said self-described left-wing vlogger Christo Aivalis. "It’s so inauthentic." Other, more positive responders on Twitter showed off Black Lives Matter shirts they created for the game and one showed a post office for mail-in votes built on the island they’re playing on.