Following July’s initial launch marketing for Madden NFL 20, EA Sports rolled out a further burst of marketing to leverage the start of the new 2019/20 football season with a campaign phase that showcased a few of the featured players in their own humorous spots.
Working with agency Johannes Leonardo, this phase saw a set of four films broke simultaneously: each highlighting new Madden NFL 20 feature aimed at putting stardom in the hands of the gamer.
Unlike the ‘Bring It In’ hero spot from the launch phase, the kick-off films take place in the living rooms where gamers make their own plays.
Each of these storytelling style vignettes which tell short, comic stories about the new Madden 20 game modes which come to life through the football stars in the comfort of a player’s lounge.
The first film, ‘Superstar’, stars Alvin Kamara and shows how a winning gamer can steal another player’s team members.
The second, ‘Victory Bath’, is fronted by former Trojan JuJu Smith-Schuster and see a gamer preparing to begin a college playoff game as USC and gets doused in Gatorade.
The third spot, ‘Arm Cannon’, sees a gamer upgrade quarterback Patrick Mahomes’ arm, but Mahomes, who is standing in the living room, says his arm doesn’t feel different.
While ‘Create A Superstar’ finds Kamara and Smith-Schuster standing behind a gamer as he picks facial features for his custom player.
The campaign was created for and with an EA Madden NFL 20 team which included Chief Marketing Officer Chris Bruzzo, VP Global Brand Management Anthony Stevenson, VP Content and Digital Strategy Charles Kha, Senior Director Of Global Brand Management Josh Rabenovets, Global Brand Manager Allan Chiu, Senior Director Of Creative Paul Marr, Creative Director Josh Kline, Senior Director of Marcom Production Angelo Ferrugia, Senior Producer Troy Smith, Production Coordinator Nicole Bird, Senior Capture Artist Marc Burd, Senior Director Of Marcom Activation Julie Foster, Senior Manager Of Marcom Activation Joseph Fraler and Manager Of Production Communications Brad Hilderbrand.
The team at the creative agency, Johannes Leonardo, was led by Chief Creative Officer Jan Jacobs, Chief Creative Officer Leo Premutico, Creative Director Omid Amidi, Copywriter Thomas Woods, Art Director Jacob Mehringer, Project Manager Kate Collings, Executive Producer Brett Fisher, Senior Integrated Producer Danica Rosen, Senior Business Affairs Manager Cindy Gines, Account Director Adam Rubin, Account Executive Kiana Grant and Head of Communications Strategy Meg Piro.
The film production company was Caviar with Director Neal Brennan, Executive Producer Michael Sagol, Executive Producer Kim Dellara, Executive Producer Jasper Thomlinson, Head of Production Casey Wooden, Senior Producer Tova Dann, Production Supervisor Chrstine Miller, Director of Photography Newton Thomas Sigel and Production Designer JC Molina.
Ediroital was handled by No6 Edit with Editors Jason Macdonald and Ryan Bukowski, Executive Producer Corina Dennison, Senior Producer Laura Molinaro and Assistant Max Redinger.
Visual effects were handled by Eight Studios, colour was by 3, with music was by Bedtracks and audio post by Human.
Comment:
This NFL new season kick-off madden 20 marketing phase follows the games’ Patrick Mohomes fronted July ‘Bring It On’ launch campaign (see case study) and August’s innovative Pizza Hit in-game virtual stadium stadium sponsorship (see case study).
Links:
Madden NFL
https://www.easports.com/madden-nfl
https://www.instagram.com/eamaddennfl/
https://twitter.com/EAMaddenNFL
https://www.facebook.com/EASportsMaddenNFL
EA
https://www.facebook.com/EASPORTS
https://www.youtube.com/user/EASPORTS
Johannes Leonardo
NFL
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