CELEBRATING 100 YEARS OF FANDOM
For the NFL's 100th birthday, we decided to shift the celebration to be about the people who have truly made the league special over the last 100 years... and will keep it that way for the next hundred – the fans.
For the NFL's 100th birthday, we decided to shift the celebration to be about the people who have truly made the league special over the last 100 years... and will keep it that way for the next hundred – the fans.
So we built a season’s worth of experiences that only the NFL could offer, ranging from season tickets for 100 years to watching a game with the Lombardi trophy in your living room. Then, from concept to completion, we brought them to life. Giveaway, announce spot, website, social support – you name it, we made it.
Watch our case study to see how we honored people who helped shape the NFL while laying the groundwork for generations of fandom to come.
One of the fan experiences we devised was to have the actual NFL Commissioner host your fantasy draft the way he hosts the NFL draft - so to gain applicants, we crafted a TV spot that answered the question: what if we took everything about your draft that seriously?
Built in the game engine of Madden, and inspired by the film "Gladiator," this spot illustrated the power you'd hold over players' ratings if you won one of our most coveted prizes: the chance to be an EA Ratings Adjuster
Another of the prizes was to have one of the best men in the NFL be the best man at your wedding. Cue the confetti.
THE RESULTS
From strategy to ideation, concept to completion, and promotion to fulfillment, our behemoth of a program garnered more than $20,000,000 worth of earned media, over 2.3 billion impressions, upwards of 3.2 million engagements, and the highest level of contest participation in NFL history.
From strategy to ideation, concept to completion, and promotion to fulfillment, our behemoth of a program garnered more than $20,000,000 worth of earned media, over 2.3 billion impressions, upwards of 3.2 million engagements, and the highest level of contest participation in NFL history.
