Sims Social Media Facebook Campaign Overview.2012

SimCity Social and Sims SocialCampaign Recap

Copyright © 2013 Century 21 Real Estate LLC. All rights reserved.

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Campaign Overview

By partnering with EA Games, in two of their most popular games – SimCity Social and Sims Social – Century 21 Real Estate engaged with potential customers on their terms, in a relevant environment, and in a way that was Smarter. Bolder. Faster.® than the competition.


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Campaign Objectives

• Raise awareness and engage potential first-time homebuyers in an innovative and valuable way

• Drive Facebook fans, secure media coverage and earn industry recognition

• Expand reach of Smarter. Bolder. Faster.® advertising campaign in a contextually relevant environment


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SimCity Social

Campaign Overview: This campaign provided unique, in-game value to players by offering the opportunity to place a CENTURY 21® Office building in their city and earn virtual currency, helping them grow their cities by buying new homes, businesses and land. Players also had the option to perform “friend or foe” actions on neighbors’ CENTURY 21 Office Buildings – such as consulting with an agent or taking open house cookies. In addition to adding the branded structure to their city, users were also able to earn a free energy boost by watching an in-game, branded CENTURY 21 Smarter. Bolder. Faster. ® advertisement.

Campaign Dates: October 17 – November 4, 2012


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CENTURY 21 Moves into SimCity Social


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SimCity Social Campaign Results

• Offices Placed: 191,844• Facebook Likes: 53,466• Console Banner Impressions: 6,450,307• In-Game Newsletter Impressions: 33,047,259• Promotional Media Impressions: 39,497,566• Media Relations Impressions: 53,430,670• 49% Interaction Rate with CENTURY 21® Office• 94% Video Completion Rate


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Press Coverage


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Social Chatter


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Sims Social

Campaign Overview: Much like the SimCity Social activation, Century 21 Real Estate provided players with a unique, in-game value – this time by delivering the warmth of home with a branded CENTURY 21® Fireplace, enabling users to earn virtual currency and expand their land. Players had the opportunity to perform actions like lighting the fire and warming their home and/or dream of a bigger home, which proved a nice tie-in to the holiday season.

Campaign Dates: December 20, 2012 – January 10, 2013


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CENTURY 21 Delivers the Warmth of Home in Sims Social


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Sims Social Campaign Results

• CENTURY 21® Fireplaces Placed: 258,785• Facebook Likes: 64,405• Console Banner Impressions: 259,774• Media Relations Impressions: 5,075,311• Video Engagements: 39,348• 90% Video Completion Rate


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Press Coverage


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Social Chatter


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Surpassing the Competition

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Total Results Across Both Campaigns

• Facebook Likes: 117,871

• Engagement/Video Views: 62,501 (6,945 above committed)

• Total Media Impressions: 58,505,981

144,054 Likes to-date

Career

Sims Social Media Facebook Campaign Overview.2012