Attack of the Mutant Artificial Christmas Trees
Encyclopedia
"Attack of the Mutant Artificial Christmas Trees" is a free online video game developed as part of a marketing campaign by the National Christmas Tree Association in 2004. The game was meant to support the natural Christmas tree industry and received criticism from artificial tree producers.
s, while avoiding the elves
interspersed between the garishly colored mutant trees. Mutant trees emerge from boxes that are marked "100% Fake" or "Made in China". The trees, as the game says, have "mutated and are sucking the spirit out of Christmas". The game features an "Xmas Spirit Meter" light which dims for every mutant tree missed or elf hit by mistake. Between rounds the game provides "facts" about Christmas tree
s, or, depending on your point of view, "didactic little warnings about the evils of fake trees".
firm, Kewlbox; Kewlbox is a launching platform for games created by Blockdot
. The National Christmas Tree Association
, a trade group representing the Christmas tree farming industry, commissioned "Attack" to press their message that natural trees are the way to celebrate Christmas. The game was released for free download or online play in November 2004.
writer Andrew Leonard said of "Attack of the Mutant Artificial Christmas Trees", "(the game is) diverting for about three nanoseconds — less, if you give in to the urge to pelt the annoying elf, for which you are unfairly punished". Despite Leonard's assessment, the game was played by 75,000 people in the first week of its release. While the game was meant as light-hearted, some artificial tree producers were not amused. The CEO of Balsam Hill Company
, a U.S. artificial tree manufacturer, said he was surprised at the negativity of the tree growers ad campaign, adding that it was not exactly "warm and fuzzy".
Game
"Attack of the Mutant Artificial Christmas Trees" has been described as similar to a "whack-a-mole" themed game. Players are called upon to pelt mutant artificial Christmas trees with snowballSnowball
A snowball is a spherical object made from snow, usually created by scooping snow with the hands, and compacting it into a roughly fist-sized ball. The snowball is often used to engage in games, such as snowball fights. Snowball fights are usually light-hearted and involve throwing snowballs at...
s, while avoiding the elves
Christmas elf
A Christmas elf is a diminutive creature that lives with Santa Claus in the North Pole and acts as his helper. Christmas elves are often depicted as green or red clad with pointy ears, long noses, and pointy hats. Santa's elves are often to make the toys in Santa's workshop and take care of...
interspersed between the garishly colored mutant trees. Mutant trees emerge from boxes that are marked "100% Fake" or "Made in China". The trees, as the game says, have "mutated and are sucking the spirit out of Christmas". The game features an "Xmas Spirit Meter" light which dims for every mutant tree missed or elf hit by mistake. Between rounds the game provides "facts" about Christmas tree
Christmas tree
The Christmas tree is a decorated evergreen coniferous tree, real or artificial, and a tradition associated with the celebration of Christmas. The tradition of decorating an evergreen tree at Christmas started in Livonia and Germany in the 16th century...
s, or, depending on your point of view, "didactic little warnings about the evils of fake trees".
Development
The game was developed by a Dallas-based Internet marketingInternet marketing
Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
firm, Kewlbox; Kewlbox is a launching platform for games created by Blockdot
Blockdot
Blockdot is a branded entertainment and game studio based in Dallas, Texas, that builds many of the games for Microsoft's Club Bing. The company was founded in March 2001 by Michael Bielinski, Dan Ferguson, and Jason McMinn....
. The National Christmas Tree Association
National Christmas Tree Association
The National Christmas Tree Association is a professional organization in the United States of over 5,100 "Christmas tree professionals" in various capacities. The group focuses its work into three areas: promotion and research, federal representation , and professional education...
, a trade group representing the Christmas tree farming industry, commissioned "Attack" to press their message that natural trees are the way to celebrate Christmas. The game was released for free download or online play in November 2004.
Reaction
SalonSalon.com
Salon.com, part of Salon Media Group , often just called Salon, is an online liberal magazine, with content updated each weekday. Salon was founded by David Talbot and launched on November 20, 1995. It was the internet's first online-only commercial publication. The magazine focuses on U.S...
writer Andrew Leonard said of "Attack of the Mutant Artificial Christmas Trees", "(the game is) diverting for about three nanoseconds — less, if you give in to the urge to pelt the annoying elf, for which you are unfairly punished". Despite Leonard's assessment, the game was played by 75,000 people in the first week of its release. While the game was meant as light-hearted, some artificial tree producers were not amused. The CEO of Balsam Hill Company
Balsam Hill
Balsam Hill makes artificial Christmas Trees and Christmas decorations for consumer and commercial use. The privately held company is located in Northern California and serves customers worldwide. Balsam Hill specializes in artificial Christmas trees modeled after naturally occurring varieties of...
, a U.S. artificial tree manufacturer, said he was surprised at the negativity of the tree growers ad campaign, adding that it was not exactly "warm and fuzzy".
External links
- "Attack of the Mutant Artificial Christmas Trees", free online game
- Client: National Christmas Tree Association" Case Studies, Smith-Harroff Advertising Agency
- National Christmas Tree Association, official site