EA

Creating the next generation of fantasy sports fans

How We Did It

Brand integrations

Generated awareness by integrating into Yahoo Sports and Yahoo Fantasy.

Sports Play AR

Engaged fans with augmented reality (AR) within live game replays.

Fearless Forecast

Created a buzz by integrating into preseason video playlists.

On key brand metrics, we saw a ton of overreach. Super strong engagement and time spent got the word out about Madden NFL 22.

Missy Nadler, Head of Global Media, EA Madden NFL 22 Sports

Background

Powering the future of gaming

Since its launch in 1988, the Madden NFL video game has been legendary. Madden NFL and EA’s dedication to their craft has had a historic impact on sports video games and the gaming industry at large. So, when it came for the latest version, Madden NFL 22, there was no time to take the foot off the gas. Players spend more time online than ever before, and EA needed a partner to propel their growth and align directly with NFL content. And so they huddled with us for the win for the second year in a row.

Solutions

Right audience, right platform

The goal of the Madden NFL 22 campaign was product awareness, and there was no better audience to engage than the passionate fantasy sports fans across Yahoo Sports and Yahoo Fantasy. We integrated custom, new media across diverse channels – from takeovers and mobile moments to augmented reality sports play and the epic Yahoo Fearless Forecast. We maximized every touchpoint to get the word out.

Results

Delivering the win

With 28 million video views and 75 thousand users reached, EA saw winning performance on key brand metrics. Massive overreach, high engagement and time spent. It adds up to a victory the late, great Coach John Madden would have loved.

Source: Yahoo internal data, 2021.