Sims 4: Spooktober

This innovative approach, combining a "Branded Mission" with "Out of Phone" activations, brought The Sims' Halloween celebration to life in the real world through DOOH displays across major US cities. Developed and executed in under five days, this campaign showcased our team's agility and resulted in a resounding success, exceeding all industry benchmarks for views and engagement while driving significant player growth.

The challenge was to authentically position The Sims at the forefront of Halloween celebrations. We needed to engage the community creatively while incentivizing participation in a branded event. Extending the social experience beyond the phone screen was crucial, as we aimed to bring The Sims' spooky creations into the real world through DOOH displays in key US cities.

We launched #TheSimsSpooktober Branded Mission, inviting the community to showcase their Halloween decor for a chance to be #BillboardFamous in top markets like Houston, Philadelphia, Chicago, and New York City's Times Square. The "Out of Phone" experience was activated across 70 placements, including iconic locations such as the Nasdaq building and Midtown Financial Center in New York, amplifying the campaign's reach and impact. This first-to-market utilization of TikTok's "Out of Phone" product provided a unique and engaging experience for both existing players and potential new audiences.

By overperforming all industry benchmarks for views and engagement, the campaign demonstrated the effectiveness of our innovative approach and celebrated the endless creative possibilities within and outside the game.