The Sims 4 – Awareness campaign

In order to raise awareness for The Sims and drive newly acquired players towards a first time purchase, we organized a real life Plumbob Treasure Hunt in one of the biggest shopping centers in the Netherlands.

A staircase with a unique design in the middle of Hoog Catharijne acted as a centerpiece of the campaign, and we spread out five Plumbobs. Each had its own distinct design. In order to win a gaming setup, visitors had to search them all and submit their findings online.

The campaign was promoted by press (earned), creators (paid + earned) and partners (earned). It resulted in 20 content pieces that stimulated players to participate in the treasure hunt and gained over 3 million impressions.