Fashion retailer H&M is translating its brand placement inside “The Sims 2” game into a real world collaboration by featuring a piece of clothing designed in an in-game competition in several hundred real stores around the world.
"It really is the ultimate in brand engagement," Steve Seabolt, VP-global brand development for "The Sims," an Electronic Arts label game told Advertising Age. "It really is a way to bring a product or a service into your virtual life, become familiar with it, play with it and, hopefully, incorporate it into your real life."
And while H&M takes out of the game, furniture retailer Ikea is heading in by offering a content pack featuring virtual versions of 60 of Ikea’s well-know products. "For Ikea, 'The Sims 2' represents a media channel," Marty Marston, Ikea's U.S. commercial PR manager, told Advertising Age. "Ikea sees this as a great channel to reach the young and the young at heart to decorate their 'Sims' worlds with Ikea products in a fun and creative way."
"At the end of the day, what I would hope is that having players interact with these virtual items does inspire them to go to the store and want to have the item in real life,” Seabolt said.