2022

NYX Game Gold

The Sims Sessions

Entrant Company

Electronic Arts

Category

Game Strategic Campaign (NEW) - Viral Marketing Campaign

Client's Name

-

Country / Region

United States

From June 29th through July 7, 2021, The Sims Sessions – The Sims’ first-ever in-game music festival – featured exclusive ‘live’ performances by Glass Animals, Bebe Rexha and Joy Oladokun within The Sims 4 universe. Players experienced the artists’ respective summer hits – Glass Animals’ one billion global streams smash “Heat Waves”, Rexha’s “Sabotage” and Oladokun’s “Breathe Again” – re-recorded and performed by their artist avatars in the invented game language of Simlish. To kick off this worldwide virtual experience, The Sims launched a TikTok Hashtag Challenge campaign (#SimlishSessions) led by Bebe Rexha on June 24. Rexha encourages Sims fans to create new TikTok videos and sing the Simlish lyrics along with her. The numbers tell a remarkable story. Within 1 week, Rexha’s video had amassed 66.3 M views, 512.8K likes and 15.6K comments. As of December, the video has 123.4 M views, 879.7K likes, and 23.7K comments. The hashtag campaign has accumulated videos with over 14.7 billion views to date. For a global community starved for summer music festival fun, The Sims Sessions was an unparalleled success. In addition to the live performances, players were also able to explore the event with options to create their best festival fashions, camp out, and shop exclusive digital merchandise. The limited-time event generated 448 total stories across gaming, tech, mainstream and lifestyle media for a potential reach of 103.6M UVPD in 17 days. The event and social media campaign delivered a worldwide immersive and interactive experience, bringing people together through a common language - Simlish - as a means of championing self-expression and fun.

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Credits

Executive Music Producer
Steve Schnur
Global Music Supervision, Marketing and Partnerships
Raphaella Lima
Senior Music Supervisor
Cybele Pettus
Music Supervisor
Ben Werdegar
2022
NYX Game Awards - RUINSMAGUS
gold
winner
CharacterBank

Entrant Company

Mastiff

Category

PC Game - Best Storytelling

Country / Region

United States

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NYX Game Awards - Rollers of the Realm: Reunion
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Entrant Company

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Category

PC Game - Best Game Design

Country / Region

Canada

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gold
winner

Entrant Company

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Category

BEST Game Categories - Best Innovation

Country / Region

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NYX Game Awards - Frozen Flame
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Entrant Company

Dreamside Interactive

Category

PC Game - Role-Playing Game (RPG)

Country / Region

Georgia