An Australian-first activation has seen the Sims 4 brought to life.
An activation for the release of the Sims 4 has seen Arena Media, Red Agency and Havas Content collaborate with 2DayFM to bring the game to life.
Using a GoPro live stream, 2DayFM enabled its Facebook audience to control its Hit 30 announcer, Angus O'Loughlin, and high profile EA gamer, Deligracy.
The two were transformed into real life Sims, navigated by their online audience and made to traverse Western Sydney University’s Parramatta campus which was converted into The Sims sandbox environment.
2DayFM's Facebook community watching the live stream were encouraged to post challenges and obstacles for O’Loughlin and Deligracy to complete.
Commenters instructed the team to break dance, play chess and eat leaves. We all know the best part of the Sims was to make the characters "Woo hoo", however the pair ignored the requests for that activity.
Loughlin says: “I haven't been told what to do since breaking up with my ex-girlfriend. From dancing, romance, court rooms to yoga I had a ball, maybe I should hand my life over to strangers more often?”
Red Agency managing director James Wright says: "Western Sydney University has built a reputation on going the extra mile for its students, and supporting this activation is no different.
"Undergraduates studying game development at the University were involved throughout, from route planning and suggested activities, to starring in the live stream. We hope this will be the first of many innovative activations on the campus."
The activation has so far secured a reach of over 345,741, encouraging 1,467 comments and 110,000 video views.
