MADDEN

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THIS IS FOOTBALL

THE BACKGROUND

For decades the Madden franchise has captivated audiences and ruled the sports gaming landscape with an iron fist. Having been a top 5 title annually for the better part of two decades, time and time again Madden has amassed great sales numbers along with leaving a trail of fallen rival titles in its wake.

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THE ASK

How do we reignite interest in a legendary but tired brand?

Develop campaigns targeting both the launch and holiday seasons


THE RESEARCH

For me to break the cycle of traditional Madden advertising, I first had to dig into who the typical Madden player is and their relationship with video games.

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THE ISSUE

In recent years for many gamers, the franchise has become “stale, sleepy and emotionless”. Too often referred to as a “yearly roster update”, the negative connotation of the title continue to rise while year-end sales and interest fall.


On top of all this, controversial issues surrounding the NFL have only made matters worse. Putting Madden in a position in which the typical testosterone filled advertisements no longer land and lack the ability to stand out in the sports video game world the way it use to.


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THE OPPORTUNITY

We see an opportunity for Madden to reestablish itself one again as the emotion fueling, adrenalines rushing, competitive, connection filled gaming experience.

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We found that video games create emotional ties that span decades, through multiple phases of a gamer’s life.

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INSIGHT

Playing Madden NFL is more about camaraderie and connection than it is about football.

A game is only as good as who you play it with


STRATEGY

How do we celebrate the competitive friendships madden creates?

 

CREATIVE CAMPAIGN