Challenge
Electronic Arts wanted to celebrate The Sims' 25th anniversary by relaunching the original game. They needed a digital experience to build anticipation in the weeks before the re-release — something that would resonate with nostalgic 2000s fans and Gen Z players alike.
Solution
We created a 2000s-inspired digital experience drawing from early internet aesthetics and the original Sims game. A microsite packed with interactive moments designed to generate shareable UGC and amplify community engagement organically.
Approach
The digital experience included a Sims-themed soundboard, an AI-powered selfie generator that transformed photos into Sims characters, a vintage Sims 1 gameplay recreation, and an interactive meme jacuzzi. Every element was built to be instantly shareable, turning fans into the campaign's distribution engine.
Results
The microsite generated 6.4 million web interactions and drove 175% more traffic than any other EA microsite. Social posts hit 47.5 million views with a 133% increase in conversation across The Sims accounts.
