Gamers who enjoy The Sims 3—the world’s most popular life-simulating video game—can now enjoy “driving” one of the country’s most popular small cars—the all-new 2012 Ford Focus. That’s because Ford is now offering a unique Focus Neon Nights download package for the game that includes a Focus sedan, two “Ford” t-shirts (one for men, one for women), a high-end sound system and a set of eye-catching neon lights that can be integrated into The Sims’ virtual world. But it’s just the latest effort in Ford successful and ongoing relationship with the popular video game
Ford also had offered the previous-generation Focus to players of the previous generation of The Sims, along with products like the Ford Escape Hybrid, Ford Fusion, Ford Edge and Ford Mustang GT. Further, the Ford Fiesta was added to The Sims 3 earlier this year. All told, Sims players have downloaded more than 8 million Ford vehicles. So why focus on the Focus now?
“Self-expression is a key personality trait of Sims players; a car like the new Focus that has a lot of personality is perfectly in sync with what resonates,” said Steve Seabolt, vice president, Global Brand Partnerships at Electronic Arts.
“Our involvement with The Sims 3 demonstrates how Ford is looking for alternate ways to talk to the consumer outside of print, television and radio,” added Brian McClary, Ford social and emerging media specialist. “Gaming is a key area we are focusing on and The Sims has proved it can be an effective channel.”
As for exactly how effective it’s been, consider that the company behind the game, Electronic Arts, has sold more than 145 million copies of The Sims since its inception and reports that some 28 percent of current players drive a Ford in real life.
And with Ford now offering a slew of high-quality, high-efficiency products like the Focus and Fiesta—again, in the real world—that number is virtually certain to increase.
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