Electronic Arts partnered with Snapchat for a THE SIMS 4 promotion. As people were forced to stay in their homes due to coronavirus precautions, EA and Snapchat collaborated on how to engage people while they were on lockdown.

The partnership consisted of a nationwide co-branded campaign on Snapchat for THE SIMS 4. The campaign included a Snapchat augmented reality lens that allowed Snapchat users to decorate their photos with digital images from the game.