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                                      🎉 2022 Shortlist

                                      EA Sports Next Generation

                                      Entrant: EA Sports

                                      NOMINEE ✨
                                      • Best Brand Experience or Activation

                                       

                                      ea-sports-next-generation

                                      ABOUT THIS ENTRY

                                      During a cluttered holiday marketing period, we needed to drive awareness of EA SPORTS FIFA 22’s promotional holiday offer with an idea that would cut through the noise. We wanted to capture the attention of football fans around the world and drive new and lapsed player acquisition. With the offer designed around the ‘Next Generation’ of football talent, our goal was to ensure that EA SPORTS FIFA 22 was hitting the headlines – so we made the headlines ourselves.

                                      We teamed up to create a hybrid physical and digital activation, starting with custom ‘Next Generation’ newspapers highlighting six of the world’s brightest young football stars. The newspapers were then distributed via EA SPORTS FIFA-branded newsstands in the heart of high-traffic cities London, Paris and New York, as well as online, to engage players around the world.

                                      How does this represent “Excellence in Engagement”?

                                      Telling the stories of the 6 hero Next Generation athletes reinforced the campaign through a one-of-a-kind activation, creating a physical way to bring to life a digital campaign and providing a new way to engage with EA SPORTS FIFA fans.

                                      70+ market-specific influencers and players amplified and extended the life of the papers and the holiday offer through digital channels, creating a buzz in each market and ensuring EA SPORTS FIFA 22 was unmissable on social media.

                                      Digital downloads enabled those unable to pick up a physical copy access to the content, ensuring wider campaign distribution and reach.

                                      Objective: Holiday is a critical moment for EA SPORTS. But they aren’t alone. It is a noisy and cluttered time of the year, making it hard to stand out.

                                      In an effort to incentivize lapsed players to return to the game, EA SPORTS FIFA developed a holiday promotion centered around limited edition in-game player cards of the brand’s Next Generation of football talent. We needed to tell the story of these footballers to show fans how they can take their ultimate squad to the next level.

                                      With football normally reserved for the back pages, we wanted to ensure that EA’s Next Generation was creating front page headlines. So we decided to write the headlines ourselves in a meaningful and tangible way.

                                      Strategy & Execution: We produced the Next Generation newspaper, a traditional 32-page broadsheet with six limited editions translated into English, French, Spanish and Italian. The newspaper featured a 4-page spread for each Next Generation athlete, in-depth articles and quiz questions, and media native advertisements with a simple QR code mechanic for the promotional holiday offer.

                                      We then brought the newspapers to the streets of London, Paris and NYC through bespoke EA SPORTS FIFA-branded newsstands, where papers were distributed in real-time. The newsstands embodied the energy and visual aesthetic of EA SPORTS FIFA 22 and its ambassadors, whilst remaining true to the newsstand format in each market to create an unmissable, organic brand moment that directly connected fans and commuters with physical copies of the Next Generation newspaper.

                                      Additional distribution at Chelsea FC and Manchester City FC home matches connected with local football fans during a Premier League match-day experience.

                                      Results: The campaign saw over 14,000 papers distributed physically and digitally across the key markets. Media investment drove significant over-delivery in a number of key metrics, including over 25m impressions across social through owned and partner channels. More importantly, FIFA 22 daily users were up 10% YoY during the campaign, with an additional 10% increase in new players, resulting in this being EA Sports FIFA’s most successful holiday campaign ever.

                                      Production

                                      EA Sports
                                      We Are Social New York
                                      COPA90
                                      Mundial
                                      Original Syndicate
                                      Secret Walls


                                      Credits

                                      Jas Dhami
                                      Director of Sport
                                      We Are Social New York

                                      Gaby Kirschner
                                      Associate of Sport
                                      We Are Social New York

                                      Josh Noble
                                      Strategist
                                      We Are Social New York

                                      Shawn Francis
                                      Head of Creative
                                      We Are Social New York

                                      DJ Jackson
                                      VP, Brand Marketing
                                      EA Sports

                                      Kevin Strunk
                                      Sr. Manager, Brand Marketing
                                      EA Sports

                                      James Salmon
                                      Director, Brand Marketing
                                      EA Sports

                                      Nandy Misir
                                      Brand Marketing Lead
                                      EA Sports

                                      Josh Farber
                                      Director, Marcom Strategy
                                      EA Sports

                                      Simon Joyce
                                      Chief Business Officer
                                      COPA90

                                      Katie McGregor
                                      Head of Client Services
                                      COPA90

                                      Stuart Davis
                                      Client Partner
                                      COPA90

                                      Fisayo Aluko
                                      Client Partner
                                      COPA90

                                      Dylan Soopramania
                                      Creative Director
                                      COPA90

                                      Ally Everitt
                                      Sr. Project Manager
                                      COPA90

                                      Cameron Sims
                                      Media Director
                                      COPA90

                                      Sam Stringer
                                      Media Campaigns Manager
                                      COPA90

                                      Rob Michaels
                                      Director of Production Operations
                                      COPA90

                                      Seb White
                                      Managing Editor
                                      MUNDIAL

                                      Owen Blackhurst
                                      Editor
                                      MUNDIAL

                                      James Bird
                                      Deputy Editor
                                      MUNDIAL

                                      Alex Mertekis
                                      Art Director
                                      MUNDIAL

                                      Ben Roth
                                      Founder
                                      Original Syndicate

                                      Steve Richqrds
                                      Founder
                                      Original Syndicate

                                      John Hemsley
                                      Set Designer
                                      Original Syndicate

                                      Kevin Collins
                                      CEO
                                      Secret Walls

                                      Terry Guy
                                      Founder
                                      Secret Walls

                                      Jimi Mackay
                                      Creative Director
                                      Secret Walls

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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