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Madden NFL 13
Madden Forever

RAN IN: United States

CLIENT
EA SPORTS

Dana Marineau - Sr. Director, Advt. & Media
Dustin Shekell - Director, Advt. & Media

AGENCY
Heat *Lead Agency

Warren Cockrel - Creative Director
Richard Fischer - Sr. Art Director
Eddie Garabedian - Acct. Director
James King - Sr. Copywriter
Aaron Lang - Director, Client Services
Scott Redick - Director, Strategy
Anna Rowland - Creative Director
Steve Stone - Executive Creative Director


Wieden+Kennedy


SUMMARY

With the venerable Madden NFL video game franchise seeing sales stagnate and much of its consumer base flocking toward first-person shooter juggernauts like Call of Duty, it was time for Madden to re-energize sales and win back their gaming crowd. We needed to reconnect with guys who had hung up their virtual cleats and remind them of their love for rivalry. By winning over these Retired Maddenites, we increased year-over-year sales by 5% while everyone else was down 27% and increased purchase intent by 52% amongst our key target.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Social Networking Applications,Interactive,PR

Audience: Men,Teens (13-20),Young Men (20-35)

Objectives: Gain new customers

Type: Business-to-Consumer

Classification: National

Language: English