MADDEN NFL: PLAYERS FOR LIFE

1/ CONTEXT: HAPPY 30th BIRTHDAY, MADDEN NFL

Since its release in 1989, EA’s legendary Madden NFL has reigned supreme both in the video game industry and in pop culture. For 18 years in a row, the game ranked as a top 5 selling title. The game’s annual release was widely celebrated at the start of every new NFL season for decades. 

2/ PROBLEM: “THE OLDSMOBILE OF VIDEO GAMES”

Madden’s longevity is also its challenge. The game’s historical success has made it feel outdated and stale. Lacking in novelty or innovation, the brand has become sleepy. It’s still a popular game, but sales are flat.

3/ THE ASK:

How do we reignite interest in a legendary but tired brand?

 
 

4/ GAMERS OF A CERTAIN AGE:

In answering the brief, we started by asking a simple question: Who actually plays video games? You might be picturing adolescents in their parents’ living rooms, but research shows that gamers are older than you think: The average gamer is 35, and the average frequent game buyer is 38.

5/ FRIENDS WHO PLAY TOGETHER:

Both Madden and football itself are competitive games. But is competition really what drives Madden veterans to come back year after year?

Our research revealed that while competition plays a role, friendship and connection were even more important in keeping people playing the game

 
 

6/ INSIGHT: 

A game is only as good as who you play it with.

7/ STRATEGY: 

How do we celebrate the competitive friendships that keep gamers playing Madden?

 

CREATIVE:

 
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KICKOFF THE SEASON

We’ll start the season with an awareness-generating bang by parachuting Madden NFL to GameStops across the country.


 

Talk a lot of trash

What’s more social than playful banter? We will create sharable trash talk for players to send to their competition, hyping them up to play.

 

 

Fuel The Losers: Partnership With Dominos

Sure, you’re competitors, but you’re also friends. So when you’re winning, do the friendly thing for your opponents and “buy them dinner first.”

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Wake Up Rook

Christmas morning is famous for certain traditions, like kids waking their parents up early to rip open their gifts. Let’s flip the script on that this holiday season. We’ll have parents wake their kids up to give them the gift of Madden. Get your little rookie ready for a game that lasts a lifetime.