EA SPORTS: Madden ratings hotline

EA Sports, the US gaming company, created hype around a product release with an influencer-led campaign that garnered over 200m impressions in 24 hours and led to a 30% increase in games played.

Campaign Summary:

Overview

Gamers want to contribute, better understand or simply object to Madden NFL ratings, right? Because of this, EA SPORTS asked us to develop a global creator campaign that drives conversation and excitement around the release of Madden NFL 23's ratings, with the aim of creating pre-release hype among fans. We leveraged the conversation that was undoubtedly coming and set up a fake phone number for the person responsible for the ratings, "leaking" it to players, influencers and fans and sat back as fans called in to speak their piece.

Challenge
Fans almost always have mixed sentiment around...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands