B-to-C Over $75 Million
The campaign: The video game industry is seeing a shift from in-store sales to digital downloads. EA Sports looked to increase online sales with messaging via company-owned website origin.com, social media and certain retail store locations.
The result: A 26% year-over-year increase in pre-orders of EA SPORTS Madden NFL13, and a 62% y-o-y increase in preorders during the “cover vote” period.
What the judges loved:
Lois Brayfield: “When you evaluate the cross-channel integration and the creativity in the offer, this entry certainly checks all of the boxes.”
Tom Funk: “When we think multichannel we usually picture catalogs, websites and digital marketing. But EA’s marketing mix is a LOT more complex and impressive. I love the consistent look, message, and calls to action across everything from web presences to bags of chips.”
What could have been better:
Susan Beckett: “It seems the partnerships had more to do with free downloaded music though, instead of the vote for the player on the cover of the game.”