MARKETING
CAMPAIGN OF THE WEEK THIS WEEK: THE SIMS 4
[INFO] Released:
September 5th
Format: PC
Publisher: The Sims Studio
Developer: EA
Distributor: CentreSoft
Contact: 0121 625 3388
ONLINE
EA is running what it claims to be its “most sophisticated digital campaign ever” by having ads tailor-made based on consumer behaviour. This is in addition to pre-roll trailers and ads appearing on video on demand services.
The publisher has also been uploading videos to both its offi cial YouTube account and The Sims 4 one. These include broader trailers, videos focusing on individual aspects of the game and the ‘Weirder Stories’ series of fi lms showing off what characters can get up to in The Sims 4.
SOCIAL MEDIA
EA has been running a Sims soap opera story over Twitter,
with four Sims blogging about their experiences. The publisher says this is an industry fi rst.
PRINT
Ads for The Sims 4 will be appearing across the lifestyle media as well as in specialist video game publications. This is designed to appeal to PC gamers, mainstream purchasers and a broader audience.
IN-STORE
To push The Sims 4, EA has invested in an in-store campaign. This includes point of sale ad materials, as well as the ‘Create A Sim’ demo, which allows consumers to play around with the game before they purchase it.
JACQUI ASHWORTH Senior Product Manager, EA
IN THEIR OWN WORDS
The Sims 4 has many features which is going to
make the barriers to play this game very low. Our new tools to create Sims and the worlds they live in are easy and intuitive, even if you have never played before. Our new Sims are emotive and
well-formed individuals who play out the traits and aspirations to such depth, we can confi dently say this is going to be the most true life simulation game on the market. We also think that our sharing tools and gallery, which are hugely important to our target demographic, are exceptional and allow more content to be shared and celebrated. The result is a very rounded game, which you can play at depth or leisurely create and share - making it a good edition to anyone’s collection come September 5th.
MARKETING NEWS
NINTENDO | Indie music group The Vamps are to appear in an advert to push both Nintendo’s quirky simulation title Tomodachi Life and the 3DS and 2DS hardware. The ads themselves will feature the band actually entering the game’s world. And as a part of this marketing push, fans will be able to download Miis for individual members of the group for their own islands. This partnership launched in August and video content will be appearing on a special web portal
August 29th 2014
Popular indie band The Vamps will be starring in a new run of ads for Nintendo’s Tomodachi Life
(
thevamps.nintendo.co.uk). The band’s Miis can be downloaded here, too. Additional videos starring the group will be available at Nintendo’s Girls Club YouTube channel. “We’re really excited to be working with Nintendo
on this campaign, Tomodachi Life is such a hilarious game and we loved creating Mii characters of ourselves.” the band commented. “We always take our 3DS consoles on tour to
help with the long journeys and we haven’t stopped having a laugh with it since we started playing.”
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www.mcvuk.com
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