The Sims — GTM & Brand Strategy
Turning a 25-year-old franchise into a cultural moment.
A comprehensive go-to-market and brand strategy for The Sims franchise, built around a creator-first, community-led approach. Covers transmedia storytelling, UGC campaigns, brand partnerships, and an immersive PR event.
Context
The Sims has sold 200M+ units and reached 500M+ lifetime players, but moved to a free-to-play model in 2022. With an Amazon MGM movie in development, the franchise needed a strategy to re-establish cultural relevance and activate its massive but passive fanbase.
#MySimLife UGC Challenge
A TikTok/IG/YouTube Shorts campaign where players recreate real-life stories and dream scenarios using The Sims and share them with #MySimLife.
- Weekly themes: "Dream Life," "Day in My Life," "Future Self," "Alternate Reality Me"
- Top creators featured on official Sims channels
- In-game rewards (exclusive items) for top submissions
- Turns players into creators and organic marketers
PLUMBOB Rave — PR Event
A Sims-branded rave where attendees become "Sims IRL," entering through a Create-A-Sim check-in and wearing mood-reactive Plumbob headpieces that change color throughout the night based on their choices.
- Guests choose character traits at entry (Romantic, Creative, Chaotic, etc.)
- Color-changing Plumbob headpieces reflect mood in real time
- "Sim chaos moments": flickering lights, random dance battles, NPC actors
- Creator integrations: DJs, TikTok creators, fashion/DIY influencers
Sims x Love Island Partnership
A cross-platform brand partnership where Love Island contestants are added as playable Sims for a limited time, and in-show challenges are themed around Sims gameplay mechanics.