Elevating Community
Connection at TwitchCon
Electronic Arts / The Sims × Centered Human
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The Challenge
TwitchCon is a high-energy environment saturated with brands, creators, and visual noise. Electronic Arts / The Sims needed to cut through this noise to connect deeply with their community.
THE CRITICAL CONSTRAINT
Just 45 days to take the project from the initial “what if” phase to having physical goods on the convention floor. The Sims Team needed premium swag—totes, t-shirts, and hats—that wasn’t just “swag,” but a tangible representation of their brand’s identity that fans would genuinely want to wear and keep long after the convention ended.
The Solution: A Human-Centered Approach
Centered Human stepped in as a full-service partner, removing the burden of coordination from The Sims Team. We managed the entire supply chain to ensure speed did not compromise quality.
CONSULTATION & CURATION
Collaborated with Electronic Arts / The Sims to identify the “must-have” items for their specific demographic.
PRODUCTION MANAGEMENT
Ensured high-fidelity reproduction of logos and art assets, maintaining brand integrity across different materials.
LOGISTICS
Delivered the full inventory on time for the TwitchCon setup, ensuring a stress-free experience for the client.
The activation was a seamless success. Despite the compressed 45-day timeline, Centered Human delivered 100% of the inventory on schedule.
Community Reception
The merchandise was a hit with the TwitchCon crowd, with fans actively engaging with the brand to secure the items.
Quality Assurance
The products stood up to the scrutiny of a passionate fanbase, reinforcing The Sims’ reputation for quality.
Continued Partnership
Due to the success of this project and the reliability of the workflow, The Sims Team and Centered Human are currently planning the next activation.
Testimonial
From concept ideation to the convention floor in just 45 days. Centered Human delivered high-quality custom apparel that The Sims community loved, handling every step of the logistics so we could focus on the fans.
Axel
Activation Manager
The Results
The collaboration was a standout success at TwitchCon, delivering measurable impact for Electronic Arts / The Sims and creating lasting connections with their community.
High Visibility
- The merchandise was spotted throughout the convention center and in social media posts, creating organic buzz for Electronic Arts / The Sims.
Community Engagement
- Fans actively sought out the booth to acquire the merch, driving foot traffic and meaningful interaction.
Positive Sentiment
- Feedback highlighted the quality and comfort of the items, associating The Sims brand with premium value.
CONTINUED
PARTNERSHIP
Due to the success of this project and the reliability of the workflow, The Sims Team and Centered Human are currently planning the next activation.
