To promote the release of FIFA 22, EA Sports rolled out a global campaign called ‘HyperMotion’ asking questions about ‘what makes us human’ and featuring a strong team of football ambassadors led by Paris Saint-Germain superstar and the game’s cover player (for the second year running) Kylian Mbappé, long-time endorsers David Beckham and Zinédine Zidane, plus a line up of soccer stars including Wayne Rooney and Son Heung-min.
Seeking to promote this year’s launch and drive sales, the campaign is spearheaded by a 2-minute and 30-second hero film officially titled ‘FIFA 22 | Official Launch Trailer: HyperMotion Begins’ and its underlying theme is based around the games brand’s next-gen HyperMotion technology.
The lead spot, which features jumping from real life to in-game scenarios, debuted across the brand’s digital and social channels and was amplified across sports and football-specific online properties from 1 October.
HyperMotion Begins
Play #FIFA22 Now: https://t.co/R7FEg68oY7Powered By @KMbappe, @WayneRooney, @VancityReynolds, @RobMcElhenney, @cpulisic_10, @samkerr1, @PhilFoden, @David_Alaba, @TrentAA, @AlexScott, and more.
#PoweredByFootball pic.twitter.com/AHyHHFGilP— EA SPORTS FIFA (@EASPORTSFIFA) October 1, 2021
“At EA SPORTS, we see FIFA as more than a video game. It’s a vibrant community where tens of millions of fans connect across borders and cultures,” explained EA Sport FIFA VP Brand David Jackson. “Through licensing agreements with over 300 partners, we create immersive and authentic football universes that allow our players to connect with the leagues, teams and talents that make football a universal passion. This year’s game is our best representation of the power of football yet. ”
“HyperMotion technology will not only revolutionize the FIFA franchise, but it will also forever change the sports video game landscape,” added EA Sport’s FIFA GM Nick Wlodyka, GM, EA SPORTS FIFA. “Our team has spent countless hours listening to community feedback and fine tuning gameplay to provide an innovative title that allows fans to tap into the raw emotion of the game like never before.”
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This campaign, which follows on from its previous ‘Long Live The Prince‘, ‘Boot Room‘, ‘Win As One‘, ‘Unify‘, ‘Next Gen‘ and ‘Ultimate Team‘ marketing initiatives for FIFA 21 and 20, focuses on next-gen HyperMotion gameplay technology available on PlayStation5, Xbox Series X|S, and Stadia and promotes the game’s availability worldwide on PlayStation 5, Xbox Series X|S, PC via the EA App, Origin and Steam, Stadia, PlayStation 4 and Xbox One.
EA believes that this year’s iteration of the blockbuster game will be its biggest yet and backs this up through data showing that a record 5.2 million players already experienced the new game via early access with more than 4.6 million squads already having played more than 131 million matches.
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