What do you know about studying...
the release of The Sims 4: Discover University
You say “student life” – you think: parties
Sit down, you know nothing! College life is definitely more than what you saw in “American Pie” and “Van Wilder”.
bring The Sims 4: Discover University to the real world
…and interest the extremely demanding generation Z with the 8th add-on to the 4th instalment of the game that has been on the market longer than a significant number of zoomers.
student life translated into YouTube’s language and tools
We collaborated with six top YouTubers to create a unique, interactive video experience and show what student life is really about… 6 clips (prepared by Stuu, Jeleniejaja, Uwaga! Naukowy Bełkot, Natsu, Magda Bereda and Ada Skon) – interconnected by their narrative and mechanics – took viewers on a journey to the dean’s office, bustling university hallways, lecture halls, the copy desk, the dorm and even a party. Zoomers “don’t take crap” – the experience had to be authentic. That is why we invited SWPS University to cooperate with us.
You decide what to do next
It was the viewers who chose one of two endings to each video and decided for themselves whether they would rather listen to the entire lecture, or take off to a party and then photocopy the notes. The campaign was preceded by a teaser – a film in which Stuu got “hired” by the student affairs office of SWPS in Warsaw and for one day served unwitting, real students, which was recorded with a hidden camera. At the end of the interactive YouTube journey, each viewer had a chance to win a voucher for a passion development course of their choice and The Sims 4: Discover University games, by showing their own preparations for their exam session on social media.
within a month of the campaign launch:
over 1,500,000 video views on YouTube and over 280,000 path decisions made, more than 86,000 “thumbs up”, 1,200,000 views and 200,000 interactions on SM influencer profiles.
path decisions made
interactions with the campaign on influencers’ SM profiles