THE SIMS

Electronic Arts (EA) the world's leading independent developer and publisher of interactive entertainment software, is set to launch its first UK eCRM programme for top-selling game, The Sims™ 2^.

Created by Inbox Digital, ‘The Hub’ newsletter will play a key role in its strategy to acquire and retain customers and build long-term loyalty for The Sims 2 (www.thesims2.co.uk) with more targeted, personalised and engaging, digital communications.

The newsletter will go to all of the current UK Electronic Arts opt-in database flagged as having associations with The Sims franchise – including those who have registered The Sims products and signed up for information via The Sims website, as well as prospect data expressing an interest in The Sims.

Created by Will Wright The Sims changed the face of gaming in the new millennium and quickly became the best-selling PC game of all time and enjoys an ever-growing community of fans. In this simulation game players enjoy the ultimate voyeuristic fantasy of creating and controlling people! Players can choose from a selection of pre-generated Sims or create their own (dys)functional family by distributing character points to each individual member. In the next generation sequel, The Sims 2, players control their Sims over an entire lifetime passing their DNA down through generations to give a more vivid and in-depth Sims experience. Every life choice the player makes has a relevant and dramatic effect on the lifetime of their Sim. The PC version of the game is complemented by Expansions Packs which build from the base game to create more areas of game play. Recent packs include University, Nightlife and Open for Business. In addition Stuff packs provide more objects and clothes for the Sims to use and wear. The main The Sims 2 game is also now available on consoles, handhelds and mobiles.

Taking place in an imaginary ‘Sims-world’ nightclub – The Hub, the newsletter uses a newspaper gossip-column format led by a ‘ladies-man’ character called Don Lothario.  In the ‘Sims Surgery’ people are invited to write in with their issues and comments on the game and players are given the chance to be featured in the monthly ‘Player Profiles’ section.  A ‘News’ section contains all the latest product information and a survey offers the chance to win the new Sims 2  Pets game. Players are invited to tell a friend and directed to the forum on The Sims 2 website.

Alison Gilbert, UK CRM and Consumer Insight Manager at Electronic Arts says,  ‘The newsletter leverages our target audiences’ natural receptiveness to interactive media to help build The Sims 2 community online, deepen our understanding of the consumer, grow the database and drive sales for this key EA Franchise with a more targeted, personalised communication. It will add value to The Sims 2 experience with its quirky, fun lifestyle tone which plays to the games’ appeal in creating and customizing characters, controlling people and doing crazy things - playing with life.”

DEF JAM: ICON

Inbox Digital has created an online campaign for Electronic Arts to support the launch of Def Jam: Icon.

The PS3 and XBOX 360 game is based around the theme of “music is your weapon” and you need to fight in time to the music – it’s basically beatings with bass.

Inbox have created an online advertising campaign using the various DJs who feature in the fighting game, and they’ve used Eyeblaster technology to enable large streamed content in the various banner sizes. The campaign runs on a variety of sites, including MTV Base.

The click-thrus from the banners go to a campaign site that features a single and multiplayer game called “Music is your weapon”, also created by Inbox.

The game site enables visitors to play by themselves or to enter a lobby and play real-time against others in three different locations – the garage, the rooftop or the penthouse. Then you have to hit targets during the fight in time to the rhythm of the bass. Get consecutive punches and you get more point and you’re also rewarded for accuracy.

The game also features global ranking and individual ratings on your previous fights. As well as playing the addictive game, players can win one of 30 pairs of Bose headphones and check out the latest Def Jam movies.

Oli Christie, creative director of Inbox Digital says, “This online campaign for Def Jam is a stunning series of banners that really encapsulates the excitement and attitude of the game. And the multiplayer gaming helps take online gaming into a new dimension and one that is proving very successful, driving significant traffic and awareness.”