Electronic Arts: MADDEN NFL

Credits & Description:

Category: Best Use of Sponsorship

Advertiser: ELECTRONIC ARTS DENMARK

Product/Service: VIDEO GAME

Date of First Appearance: Sep 7 2009 12:00AM

Entrant Company: MEDIABROKER, Copenhagen, DENMARK

Entry URL: http://tv2sport.dk/

Account Director: Christian Dahl Upton Sjölin (Mediabroker)

Sales Director: Thomas Schat-Petersen (TV2 Sport)

Nordic Maketing Director: Morten Nielsen (Electronic Arts)

TV-Buyer: Morten Choi Kristensen (Mediabroker)

Media placement: TV Sponsorship - TV2 Sport - 7 September 2009



Results and Effectiveness

The campaign ran throughout the NFL season from week 37-53. In the beginning of the campaign sales increased considerably and maintained a high sales index throughout the NFL regular season. As a result the total sales index ended at 169 compared to the year before. Furthermore, the campaign generated an ROI of 7,81 on additional sales.



Creative Execution

We knew that the creative execution would be essential in regards to integrating Madden NFL 10 in a convincing manner and therefore we discussed possible alternatives with TV2 Sport. The idea we came up with consisted of a traditional NFL sponsorship, including ownership of the NFL section on tv2sport.dk. Throughout the season, prior to the game on Sunday, presenters would comment on the game while running relevant features from Madden NFL 10. This would often be an NFL player profile or a game sequence that characterises the individual teams, such as in-game scenes or game play. Furthermore we got product placement in the studio during special events and competitions.



Insights, Strategy & the Idea

Madden NFL 10 has never been a blockbuster title in Denmark, but due to the televising of NFL the sport has however experienced a steady increase in popularity in recent years. Electronic Arts therefore agreed to allocate a limited budget to Madden NFL 10 if we could come up with a low cost creative plan with maximum.
We knew that it was essential to develop a creative editorial integration if we wanted to hit the target group spot on. Our objective was to create an innovative solution with a traditional sponsorship and a cutting edged way to integrate Madden NFL 10 in the actual TV-program. TV2 Sport has the rights to transmit NFL in Denmark and together we came up with a pioneer solution regarding integrated sponsorship in Denmark. In addition to traditional sponsorship we integrated Madden NFL 10 in the NFL prelude throughout the season.