New SimCity DLC Brought To You By Crest Toothpaste

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News Posted: Tue, Apr 16 2013 3:30 PM
When it comes to creative advertising potential, it's hard to beat a game like SimCity. In most titles, the idea of in-game advertising makes little sense. Sarah Kerrigan doesn't shop at Victoria's Secret, Booker DeWitt is an unlikely fan of Coca-Cola, and the post-apocalyptic setting of Metro 2033 isn't exactly prime McDonald's turf. But SimCity? SimCity is a game where it makes perfect sense to integrate real-world brands and buildings. A city filled with familiar logos and advertising is a city that more closely resembles the real world.

That's undoubtedly why EA decided to partner with Crest Toothpaste. Yes, toothpaste. And not for in-game advertising, either. The Nissan Leaf DLC that the company launched a few weeks back at least made sense in some context; EV charging stations are going to be an increasingly common site in cities in the future, and the Nissan partnership was a nice touch. But the five new SimCity Attractions that the company added in the Crest partnership boggle the mind.

To quote:  "There are five attractions: Giant Garden Gnome, Dolly the Dinosaur, Llarry the Llama, MaxisMan Statue and the World’s Largest Ball of Twine. Each attraction adds happiness and will also act as a tourist destination in your city. You will have a choice of redeeming the Attractions Set, The Sims Social SimCash, or a $5-off coupon for Origin... There is no in-game charge for the Attractions Set; however, you will need to purchase a specially marked Crest or Oral-B product in order to redeem the code."

This is clever marketing at its finest. In one swoop, EA has bracketed the untapped potential of gamers who care about dental hygiene.

The Nissan Leaf DLC generated some hate, since gamers were unhappy with the idea that EA had put resources into developing DLCs when the core game was in such rough shape. The DLCs are so minor that this isn't much of an argument, but the choice of business partners is baffling. Crest Toothpaste? There are other companies we'd prefer to see take up this role. In fact, we'd prefer to see most other companies take up this role. Brushing one's teeth is pretty awesome, but it doesn't exactly make a city feel like home.

PS -- the "Giant Garden Gnome" is totally a real-world thing. You're welcome.
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RWilliams replied on Tue, Apr 16 2013 4:29 PM

I figured there was no tooth to this story until I clicked the link.

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Dave_HH replied on Tue, Apr 16 2013 5:51 PM

Hahah! I'm gonna use someone's material here but I can't resist... "Bad DLC haunts us like a plaque." Badump-bump... Hey, it's really great to be here. Don't go changin'. You're beautiful....

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RJohnson1 replied on Tue, Apr 16 2013 6:33 PM

It's my understanding that women (which includes mothers) are a big slice of the SimCity user base. That would explain the Crest marketing.

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Eh could have been worse. Could have been for Vagacil or Preparation H. And my girlfriend loves SimCity

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ajm531 replied on Wed, Apr 17 2013 12:50 AM

it could have been worse worse. Imagine cialis or viagra lol!!

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Clixxer replied on Wed, Apr 17 2013 2:03 AM

We all know EA is about how much profit they can make. While not the best company to advertise in the game it does make sense if they were willing to pay more. In these days with micro-transactions and in game advertising I don't find it shocking to anyone's name in there.

But like thunderdan602 and ajm531 said it could have been alot worse.

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Joel H replied on Wed, Apr 17 2013 9:07 PM

Like I said, there are a lot of partnerships that would make sense in SimCity. This isn't one of them.

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