2012 PRO Award Finalist: EA Sports, Gillette, Walmart, SonyPlaystation for EA Sports

Posted on by Patricia Odell

EA Sports was looking for a way to grow its top selling Sports video game franchise “Madden NFL.” For the game’s August launch exclusively at Walmart, EA Sports  partnered with Gillette for the “Look & Play Like A Winner” promotion. This was the third year of collaboration between Gillette, EA Sports and Walmart.

The promotion also highlighted a Madden NFL brand extension—“Madden Ultimate Team” —where consumers were offered “Madden Ultimate Team” players and game strategy videos via a co-branding effort on 1.5 million Gillette products featured exclusively at Walmart. Print ads, banner ads, P-O-P and a TV spot were also utilized. All items drove traffic to a co-branded microsite where consumers could redeem the codes for coveted players, and unlock exclusive strategy videos. Every third code was a winner.

The primary goal of the promotion was to increase overall brand awareness of “Madden NFL 12” by using additional outlets to promote the game. A secondary goal was to increase trial of “Madden Ultimate Team.”

Walmart hosted co-branded banner ads and created a Gillette landing page on its homepage. The banners linked to a trailer of the strategy videos and encouraged consumers to unlock more codes. A national TV spot was created with Walmart, Gillette and Sony PlayStation that prominently featured “Madden NFL 1”2 and the “Look & Play Like a Winner” promotion during the August launch window.

Overall, the “Look & Play Like a Winner” promotion generated 600+ million impressions for the “Madden NFL 12” brand. This awareness boosted first week sales of the game, which were up 9% over the previous year. Redemptions of “Madden Ultimate Team” codes increased 38% over a similar promotion from last year.


Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by Patricia Odell

Julie Barry, director of global brand for Velcro Cos., talks about her favorite Velcro product at PROMONext: Leaders in Promotion Marketing Conference.