Over the month of November we created and ran a nation-wide, college campus-based promotional game for the launch of Electronic Arts' Sims3 Expansion pack, called Sim to Win. We were fortunate enough to work again with an energetic and trusting marketing team from Electronic Arts, led by the lovely Summer Bradley.
20 universities fielded a grand total of 412 teams, who jostled for position over several weeks, staging CRAZY creative video missions, sleuthing for online clues, and generally procrastinating on the mid-term front. The relatively small teams (mostly1-3 players) actively completed missions for 2 weeks, and followed that up with 2 additional weeks of online voting that kept the scores fluctuating. Teams shared links to their missions via Facebook and Twitter -- to the tune of over 25,000 votes cast. In the end, 20 lucky collegians claimed their rightful spoils -- shiny new laptops!
Our writers came up with top-notch Sims3-related mission content, and used a host of on-line tools (Google Earth, Streetview, Facebook, Twitter, etc) to enhance the overall web scavenger hunt experience. As with any product we create, there was a health dose of real-life play, and that's where the wheat got separated from the chaff, talent-wise. One submission we really like was this:
The challenge below asked teams to create their own Sims avatar, but give the game controller to their disgruntled ex-bf/gf.