Social media exists to connect with players and each other.
Social media is often seen as a marketing channel, but its real power lies in community building, creating a space where players feel heard, valued, and connected to both the brand and each other. Success comes from fostering long-term two-way conversation, shared experiences, and recognition of player participation, player creativity, and feedback. A strong community turns players into advocates, sustains interest, and builds trust that no campaign can buy. In this way, social media becomes less about broadcasting messages and more about nurturing a community that will supports a brand’s or game’s longevity and credibility.
Below are examples (in no particular order) of social activations I led to spark genuine excitement, authentic conversation, community/player recognition, and a lasting community connection.
The Sims 21st Anniversary
Super fun activation. Meant to focus on, acknowledge, and uplift our community of custom content creators (fans who make and share downloadable clothing, hairstyles, objects, and gameplay modifications).
Cottage Living Teaser
Historically, The Sims relied on simple GIFs of in-game content for teasers. This time, I proposed shifting the focus away from the product and towards these real reactions from a handful of international community members seeing this new content that the TS4 community has been asking for.
High School Years Teaser
The Sims 4 High School Years Expansion Pack was built from a mix of Maxis’ vision and direct community feedback. To keep evolving how The Sims showed up on social, I advocated for a teaser that brought community members into the spotlight, using an interview-style format that felt authentic, playful, and intentionally mysterious.
Tap into Pop Culture
During Marvel’s Avengers: Endgame marketing push, I parodied the “Avenge the Fallen” campaign using The Sims’ Grim Reaper, swapping the tagline to “Collect the Fallen.” The post tapped into a massive pop culture moment, highlighted The Sims’ dark humour, and performed strongly with fans by showing how relevant and playful the brand can be.
TSM New Career Teaser
Pretty straightforward, I was looking to engage and create excitement with our Sims Mobile community for a new upcoming career. This asset I actually made using El Gato recording device, a developer version of the mobile app, and Adobe Photoshop to give it that old CRT TV look with the glitching effect.
