The Sims

The Sims 3 Launch

By Profero

Overview

Digital campaign promoting the launch of the Electronic Arts title The Sims 3.

The overall campaign execution included the use of traditional paid online media, social media, email & mobile to build reach and mobilise the many Aussie Sims fans to build mass awareness and hype around the release leading to extremely successful results both directly for the campaign and in terms of overall sales.

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The Challenge:

To launch the new incarnation of The Sims franchise in the Australian market, building massive awareness and excitement around the game and ultimately maximizing sales during the month of release.

The Solution:

Profero created a user generated platform called The Sims 3 Ultimate Aussie Fan, designed to mobilize the games many fans to spread the word that is The Sims 3. Existing fans and newcomers competed in categories such as most popular and most creative, inviting friends via facebook connect and creating large amounts of Sims 3 content which spread around the web. Broad reaching online paid media activity also created mass reach taking over key social networking and entertainment sites with a host of high impact skins, video placements & banners and also incorporated email and mobile activity. Finally, social media monitoring and engagement tools allowed us to interact with active fans and encourage them to get involved in the competition and spread the word.

The Results - The Sims 3 Ultimate Aussie Fan:

2,800+ entrants
22,000+ supporters
13,500+ facebook connections
8,750+ user generated content submissions
29,000 + Unique Visitors
7:22 Average time spent on site per visit

Display Media:

66,000+ click through's
2.95 million+ unique browsers reached

Campaign Totals:

2 million+ unique browsers reached Game broke the all time Australian sales record and remained top of the charts for several weeks.