This year EA Games wanted a new approach for their The Sims 4 Launch. With a number of new expansion packs (new features) being released in the edition, as well as the franchise celebrating its 16th birthday, EA wanted to find a way to not only engage core Sims fans but also connect with a new audience - gamers and non-gamers - within the core demographic (18-25 yo).

BUDGET: less than $60K

KPIs

• Launch The Sims 4 in a new and innovative w ay

• Broaden overall Sims awareness

• Develop brand awareness

• Engage current and new consumers

To promote the launch we created a series of radio spots, as well as live on-radio reads during Angus's show to entice all three of our target audiences to get involved.

We also leveraged 2DAY FM's, Angus O'Loughlin's, Deligracy's and WSU's social networks to increase our audience reach across owned and shared channels leading up to and during the live-stream.

THE LIVE STREAM

At 12pm on a very wet Friday we went live. Over the course of 25 minutes our Sim completed various tasks (from break-dancing to yoga) across the WSU campus with Deligracy our host as the intermediary between Angus and the fans controlling him. In real-time they were guided by users watching and commenting on 2DAY FM'S Facebook page in order to win EA Games and The Sims 4 Prize packs as well as laptops and other gaming prizes.