EA SPORTS College Football 25

ABOUT THIS ENTRY

The launch campaign for EA SPORTS College Football 25 strategically revived the franchise after a decade-long hiatus, positioning it as the most authentic college football gaming experience. By leveraging fan passion, social media, and media coverage, the campaign transformed the game into a cultural phenomenon, driving one of the most successful video game launches in history.

How does this represent "Excellence in Engagement"?

This campaign set a new benchmark in fan engagement by blending strategic information release, personalized fan involvement, and influencer-driven content to drive unprecedented excitement and sales. The methodical release of information, starting with the teaser trailer and continuing through detailed gameplay reveals, ensured sustained engagement and built anticipation over multiple years. By utilizing a network of "insiders," the campaign created reliable, trusted sources of news, amplifying excitement through accurate and exclusive updates.

The integration of Name, Image, and Likeness (NIL) played a pivotal role, allowing current college athletes to engage directly with the game. Athletes were given a platform to announce their participation, generating further buzz and enhancing fan connections. The campaign also tapped into both traditional sports outlets and culture media, broadening its reach and positioning College Football 25 not just as a game, but as a cultural event.

User-generated content was a key driver, with fans actively creating and sharing their own experiences. The inclusion of high-profile athletes in the Gameday Showcase further fueled the campaign, generating 80 million views during early access. This multi-faceted approach drove over 5 million purchases in the first week, surpassing expectations and setting a new standard for engaging fans across diverse platforms.

Objective

The revival of EA SPORTS College Football aimed to reignite the passion of devoted fans and captivate a new generation immersed in the modern college football culture after nearly a decade of dormancy. The primary goal was to establish the franchise as the most authentic college football gaming experience, appealing to nostalgic alumni invested in its return and new players exploring the sport.

To achieve this, the communications team implemented a multi-year strategy celebrating the passion and pageantry of college football, focusing on building awareness and driving purchase consideration. Key strategies included crafting targeted messaging to connect with both nostalgic fans and new gamers, emphasizing authenticity and innovation. Interactive events and social media campaigns fostered a vibrant community and amplified excitement, while strategic partnerships with influencers and college football personalities enhanced credibility and extended the game’s reach.

The campaign successfully re-established EA SPORTS College Football as the epicenter of college football gaming. The social media team played a vital role by integrating cultural moments and trends, engaging younger fans and re-energizing returning players, while the creative and brand teams orchestrated The Virtual Capture Event, a weekend-long collaboration featuring top creators, athletes, and talent, generating 41 million views and boosting demand.

Strategy & Execution

The strategy behind College Football 25 was crafted to resonate with the modern sports fan by building anticipation through a phased and intentional release of information. This approach, coordinated across the communications, social, and brand teams, aimed to provide reliable, timely updates that maximized consumer excitement.

The communications team curated a network of trusted "insiders," including journalists who shared exclusive updates. This steady stream of credible news created a reliable information pipeline, maintaining fan engagement and building anticipation over time.

Social media efforts spanned platforms like TikTok, YouTube, Instagram, X, and Facebook, leveraging behind-the-scenes content, highlight reels, and player storytelling to connect with fans. The strategy focused on community interaction, expanding reach through partnerships, and using trailers, gameplay tips, and updates to drive awareness and excitement.

The brand strategy culminated in two key events: the EA SPORTS College Football 25 Preview Event and the Gameday Showcase. At the Preview Event, curated media tested the game and heard from developers, shaping consumer expectations. The Gameday Showcase amplified buzz with celebrities like LeBron James and Shane Gillis playing the game live. This phased approach, paired with strategic partnerships and engaging content, ensured the game’s cultural relevance and success with modern sports fans.

Organizations

• EA SPORTS
• FleishmanHillard
• fortyseven Communications

Links

•   Website

Featured

• Cover Athletes:
• Donovan Edwards
• Quinn Ewers
• Travis Hunter
• Influencers/Creators:
• LeBron James
• Shane Gillis
• Dan Soder
• Big Cat
• PFT Commenter
• Tim Tebow
• Michael Vick
• Sketch

Credits

Will Alexander
Senior Manager, EA SPORTS Communications
EA SPORTS

Nathan Edwards
Public Relations Manager, Madden and College Football
EA SPORTS

Erin Exum
Director of Integrated Communications and Athlete Marketing, Madden and College Football
EA SPORTS

Imani Suber
PR Specialist - Madden and College Football
EA SPORTS