In an Australian first, Arena Media, Red Agency and Havas Content in collaboration with 2DayFM, have partnered to live-stream a real-life event for EA Games, The Sims 4. Using GoPro live stream, 2Day FM enabled their Facebook audience to control Angus O’Loughlin, 2Day FM’s Hit 30 Announcer, and high profile EA gamer, Deligracy.
In time for the release of The Sims 4, the two VIPs were transformed into a 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.
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2DayFM’s Facebook community watching the live stream were put in control of the game by being encouraged to post challenges and overcome obstacles for Angus and Deligracy to complete.
Angus O’Loughlin, national nights announcer, 2Day FM, said: “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?”
James Wright, managing director Red Agency and Group COO Havas PR Australia, said:”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.”
Mark Campbell, Havas head of content, said: “It’s fantastic when we can bring two Havas clients together and to trust in us to deliver such a bold & unique content proposition.”
The activation has so far secured a reach of over 345,741, encouraging 1,467 comments and 110,000 video views.