The Sims 25th Anniversary
The Sims Turns 25 with a Custom Shorts Effect and Creator-Led Celebration
#TheSimsParty
Overview: Celebrating 25 Years of Sims Storytelling
To honor The Sims' 25th anniversary, we launched a creator campaign centered on a custom YouTube Shorts effect that let fans celebrate the franchise's legacy in a fun and nostalgic way. The #TheSimsParty activation brought together creators across platforms to show how The Sims has inspired creativity, chaos, and storytelling over the past two and a half decades.
Challenge: Making a 25-Year Legacy Feel Fresh for Short-Form Platforms
The Sims has a loyal fanbase that spans generations, but translating a 25-year history into short-form content required a careful balance. We needed to engage longtime fans while also making the content appealing to new and younger audiences used to quick, highly visual formats.
Solution: A Custom Effect That Brought The Sims Universe to Shorts
We activated 13 creators across YouTube Shorts, Instagram Stories, and TikTok, all known for personality-driven or gaming-adjacent content. Using the custom Sims effect, creators made everything from glitchy reenactments to Sims-style transformations and in-jokes only true fans would get. Each piece of content leaned into creator personality while spotlighting what makes The Sims iconic.
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Our Results:
The campaign generated strong engagement and tapped into the nostalgia of longtime players while drawing in new audiences through fun, accessible content.
13 Creators 🎨
13 creators participated across platforms.
92M Followers 🌟
The creators had a combined following of 92 million, giving the campaign solid reach potential.
2.4M Views 👀
2.43 million total views brought visibility to the anniversary activation.
192K Reach 🌍
192,000 unique viewers engaged with the content.
161K Likes ❤️
161,000 likes confirmed strong audience interest and engagement.
168K Buzz 👍
168,510 total engagements showed audiences weren't just watching—they were reacting and sharing.
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Creators Celebrated Sims Culture in Their Own Style
When a Creator Becomes a Sim, Glitches and All
From nostalgic nods to the Plumbob to classic Sims chaos (pool ladder jokes included), creators embraced the assignment with authenticity. The campaign reflected The Sims' ethos: giving players the tools and freedom to tell their own stories.
The Sims 25th Campaign Was a Party for Everyone
By pairing a playful creative brief with a custom effect and letting creators run with it, The Sims 25th anniversary campaign turned into a celebration that felt as weird, joyful, and creative as the game itself.
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Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.