UK supermarket Aldi reveal Bully Hunters-style ad campaign to get kids off games ALDI UKUK discount supermarket chain Aldi has launched a new ad campaign called \u2018Teatime Takedown\u2019, reminiscent of the failed \u2018Bully Hunters\u2019 initiative, that aims to get kids off games and down to the dinner table on time. In the latest bizarre (anti) gaming-related advertising, the supermarket is looking for parents to sign-up their supposedly console-addicted children, who will take a virtual beating from \u201cprofessional gamers\u201d, in an effort to make them rage quit the game. And of course, once they have successfully been humiliated by a pro and rage quit, it is hoped they will then sprint down to the dinner table with a spring in their step. You can see the trailer for the Teatime Takedown campaign below. The motivation for the campaign comes from the brand\u2019s own data which claims that \u201c38% of British children refuse to sit down at the family dinner table, with more than a quarter of UK parents blaming online gaming for this phenomenon.\u201d The trailer raises a number of questions, not least how the \u2018professional\u2019 players will manage to match up in the same game as the \u201ctarget\u201d. According to the terms and conditions, the target must accept an invitation for the \u201cesports pro-gamer to join their game\u201d As for the \u2018pro-gamers\u2019, they are being drafted from \u2018Veloce eSports\u2019, who describe themselves as an \u201cesports consultancy team providing full services to individuals and brands looking to be a part of the esports revolution\u201d. They currently field players in racing games. Hi there, Teatime Takedown is an initiative to get children back at the dinner table by enlisting a team of elite gamers to play against them and end their games early, so they can join family meal times. \u2014 Aldi Stores UK (@AldiUK) March 13, 2019 Marketing director at Aldi, David Hills, says they are \u201ccommitted to helping parents on their journey to reclaiming that all important family time.\u201d Why losing a match would prompt the child to just get off the game completely and go eat dinner is unclear, highlighted by many on social media. “”Is your kid’s rugby practice getting in the way of your weekends? We’ll send in the Samoan International side to crush them so badly they’ll abandon their hobby for good”” Why is gaming the villain, this could be any hobby on the planet? \u2014 Tom (@Codexcaster) March 13, 2019 Aldi Teatime Takedown is the worst thought out marketing campaign related to gaming that I have come across. Clearly created by someone who hasn’t played a video game and thus doesn’t realise it’s usually impossible to do what the campaign says it will https:\/\/t.co\/2W2pxlHn1m \u2014 Luke Cotton (@LukeCotton) March 13, 2019 The campaign has drawn comparisons to Bully Hunters, which used a similar approach to target \u2018toxicity\u2019 in gaming, by matching supposedly elite players in matches with sexist trolls. Bully Hunters was roundly criticized for using misleading statistics and a scripted broadcast, despite claiming it was live. Parents who want to have their child participate in \u2018Teatime Takedown\u2019 will need to provide the \u2018target\u2019 Xbox or PSN game ID, or alternatively their Twitch username. In the case of a \u2018successful\u2019 Teatime Takedown, the target will be notified of the campaign and their participation in it \u2013 and then will presumably scurry down to the dinner table.<\/p>\n","protected":false},"excerpt":{"rendered":"
UK supermarket Aldi reveal Bully Hunters-style ad campaign to get kids off games ALDI UKUK discount supermarket chain Aldi has launched a new ad campaign called \u2018Teatime Takedown\u2019, reminiscent of the failed \u2018Bully Hunters\u2019 initiative, that aims to get kids off games and down to the dinner table on time. In the latest bizarre (anti) […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-63137","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/63137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=63137"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/63137\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=63137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=63137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=63137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}