Advertiser: Electronic ArtsAgency: HeatCountry: USA
Objectives
Madden is one of the most successful sports franchises in video game history, selling over 100 million copies in the past two and a half decades.1
But when a brand has been around as long as Madden, it makes advertising a challenge. Each new NFL season brings a new annual release of Madden, yet the game itself changes very little. And after a marquee year in 2014-2015 (selling 6.322 million copies2, and becoming a Top 10 selling game of the year3), we had to...