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EA Madden NFL 15
Madden Season

RAN IN: United States

CLIENT
EA Sports

Dana Marineau, Vice President, Global Creative Team

AGENCY
Heat *Lead Agency

Jeff Fang, Associate Creative Director
Ryan Hartsfield, Associate Creative Director
Brian Coate, Director of Content Production
Aaron Lang, Director of Client Services
Warren Cockrel, Creative Director
Anna Rowland, Creative Director
Steve Stone, Chairman & Executive Creative Director
John Elder, President


SUMMARY

Madden NFL is one of the most iconic sports franchises in video game history. But after 26 years, it had lost cultural relevance. To get back into the conversation we embraced Internet culture, creating an over-the-top celebration of the intense, and often crazy, behaviors unique to Madden rivalries. This included a music video, social influencer content, and a real-time animated GIF engine powered by trash talk & Madden game footage. In the end, Madden broke sales records, and initiated a new generation of gamers into the Madden Madness.

CASE VIDEO


Hero Medium: Branded Content

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

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English