Madden21 - "The Yard" Game Mode Launch

The Ask: Launch Madden 21 with a splash by specifically highlighting the exciting new "The Yard" gameplay mode, aiming to cut through the noise and engage fans like never before with real-time, captivating content.

The Idea: Our recommended media plan included a number of innovative, new-to-client ad units. In addition to the traditional reach focused video campaigns, we activated the following strategies:
1. Twitter: NFL & College-Football pre-roll sponsorships, a Heart to Remind campaign, and whitelisted sponsored posts featuring influencers such as King Keraun and Patrick Mahomes.
2. Snapchat: ESPN alignment paired with a bespoke AR lens to create immersive experiences.
3. Instagram: Engaging Instagram polls to drive interactive conversations and deeper audience participation.

The Deliverable: When truly groundbreaking stories are uncovered and told authentically, we can fulfill our ultimate purpose of creating deep, genuine engagement with the brand. In the age of social distancing, we leveraged Snap’s AR technology to unveil Madden’s new uniforms, delivering an interactive experience that resonated profoundly with fans.

The Result: The campaign exceeded all expectations, delivering exceptional results across multiple metrics. Overall, the campaign not only achieved its goal of cutting through the noise but also created a deeper, more genuine connection with the audience. By embracing real-time content and new ad units, we successfully engaged fans in a meaningful way, setting a new standard for brand storytelling and audience engagement.