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EA Madden NFL 15
The Madden GIFERATOR

RAN IN: United States

CLIENT
EA Sports

Dana Marineau, Vice President, Global Creative Team

AGENCY
Heat *Lead Agency

John Elder, President
Steve Stone, Executive Creative Director
Anna Rowland, Creative Director
Warren Cockrel, Creative Director
Matt Stafford, Digital Creative Director
Aaron Lang, Director of Client Services


Grow *Lead Agency

Eamon Wyse, Production Director
Eric Green, Account Director
Drew Ungvarsky, CEO


SUMMARY

Madden NFL is the most successful sports video game franchise in history. But after 26 years, we had lost relevance. To get Madden back into the pop culture conversation, we created a real-time GIF engine powered by trash talk, called the GIFERATOR, which fanned the flames of rivalry throughout the NFL season. Between developing a new content platform, speaking in the language of our audience, and becoming a certified meme, Madden managed to capture the attention of the Internet while initiating a new generation into the Madden Madness.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Interactive/Online, Mobile/Tablet, Social Media

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English