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Reading: Arena Media And Red Agency Bring The Sims 4 To Life
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B&T > Marketing > Arena Media And Red Agency Bring The Sims 4 To Life
Marketing

Arena Media And Red Agency Bring The Sims 4 To Life

Staff Writers
Published on: 22nd March 2016 at 9:43 AM
Staff Writers
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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.

[fb_embed_post href=”https://www.facebook.com/2DayFM/videos/vb.132495853450335/1317461981620377/?type=2&theater/” width=”550″/]

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?”

Behind the scenes

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.

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TAGGED: Branding, creativity, Microsoft, university of wollongong
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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