Heat

EA Sports - Madden NFL 16

Overview

How do you top a Madden inspired music video starring Kevin Hart and Dave Franco? You start by creating an epic five-minute Bollywood-themed action film starring Christopher ‘McLovin’ Mintz-Plasse and Dave Franco, alongside NFL stars Rob Gronkowski, Antonio Brown, Odell Beckham Jr., Colin Kaepernick, Rex Ryan and a T-Rex. Then you create a weekly spin-off series that showcases those same NFL stars as puppets, teaming up to solve mysteries in between heated games of Madden NFL 16.

Challenge

Although Madden NFL is one of the most successful franchises in video game history, a 27-year-old brand can always use an injection of cool.  And to reach a younger generation of gamers who saw the Internet, not video games, as their primary source of entertainment, we knew we had to break through the never-ending stream of content our audience was consuming every day. And it had to be big.

Solution

Past research provided us with one key insight—young gamers are more likely to purchase games and movies that they see their friends talking about online. And since they spend an average of nine hours a day with media, our plan was simple—break into their social feeds.

Results