Most Innovative Communication Strategy
Agency: EA Sports
Campaign: EA SPORTS Madden NFL 11 & Doritos: Change the Game
Client: EA Sports
Despite its popularity, drop-off in interest about sports video game franchise Madden NFL begins as soon as the Super Bowl ends and doesn’t pick up again until the new game launches in August. EA was challenged to excite gamers and sports fans about the upcoming game, Madden NFL 11, during the ‘dark’ period, and keep them engaged through pre-sale, launch and the holiday season.
EA partnered with Doritos to create reach outside the typical video game channels among males 18-54, including gamers and sports fans. Together, they launched the “Change the Game” program, a year-long campaign that ran in three phases.
The first phase (Feb.-March 2011) focused on preorders, asking consumers to vote for the cover athlete. The second phase supported the launch of the game on August 10, with Madden NFL-inspired Doritos flavors – Stadium Nacho and Tailgater BBQ. The third phase, during the holiday season, brought Madden NFL 11 in 3D.
The “Vote for the Cover” campaign was featured on more than 90 million Doritos bags. The Nacho Cheese and Cool Ranch flavored bags featured former NFL all-stars and Madden NFL cover legends. With each Doritos bag purchase, consumers could go online to DoritosChangeTheGame.com to redeem on-bag codes for Madden Ultimate Team cards and vote. Voters were also entered into a drawing to win a trip to the NFL Draft, for the exclusive cover unveiling.
New Orleans Saints quarterback, Drew Brees was named the cover athlete, and a Times Square billboard announced the cover, thanking fans for voting.
In November, Doritos unveiled the 3D edition of its Cool Ranch and Nacho Cheese flavors featuring the Madden NFL 11 logo. The 3D mode could be redeemed online using an on-bag code at DoritosChangeTheGame.com. Exclusive programs were created for both Walmart and Target, including specialty Doritos bags and retailer gift cards given to people who preordered the game.
On February 4th, EA secured an exclusive in USA Today and two national television segments on ESPN, with additional coverage on Spike TV. On November 11th, EA took over the ESPN.com home page to unveil Madden NFL in 3D. Sports Illustrated gave away limited-edition, Doritos-branded 3D glasses via a custom insert in their magazine.
Following the Vote for the Cover promotion, Madden NFL 11 pre-sales increased by 57% from the same period the year before. More than 220.2 million impressions were generated across all touchpoints for the Madden NFL 11 brand.
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