Electronic Arts: THE BATTLE

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: ELECTRONIC ARTS

Product/Service: NEED FOR SPEED VIDEO GAME

Date of First Appearance: Sep 13 2009 12:00AM

Entrant Company: CROSSMEDIA, Düsseldorf, GERMANY

Entry URL: http://needforspeed.com/web/nfs-de/the-battle

Director Crossmedia Digital: Armin Schroeder (Crossmedia)

PR Consultant: Sandra Bruckmann (CrossPR)

Group Head Online Media: Sebastian Schichtel (Crossmedia)

Unit Director: Matthias Bade (Crossmedia)

Chief Executive Officer Hamburg: Till Uterharck (Rennerbüro)

Head of Online Production: Markus Joepen (Crossproduction)

Media placement: Online - Eg. Google, Auto Bild, Msn, 4players.com - 11/09/2009

Media placement: Print - Eg. Computer Bild Spiele, Game Pro, PC Games, FHM, Men's Health, Chip, Tuning - 21/08/2009

Media placement: TV - Eg. RTL, Pro7, Sat1 - 15/09/2009

Media placement: Event - Mando Diao Concert Tour, Germanys Biggest Tuning Fair EssenMotorShow - 15/10/2009

Media placement: PR - E.g. MTV, Radio Energy (German Radio Station), Diverse Websites & Magazines - 24/09/2009

Media placement: Cooperations - DMAX - 01/12/2009



Results and Effectiveness

Media collaboration
-MTV: N/S
-Radio: 1.2 million contacts
-DMAX: 0.5 million contacts from broadcast. First TV format generated from an Internet format and based on a video game
Events
-EA showgrounds (Essen Motor Show): 220,000 stand visitors
-Mando Diao gigs: 50,000 visitors
Online media
-128 million contacts
-Chats: 100,000
-Session length: up to 8 hours
-Video views: 650,000
Classic media
-TV contacts: 38 million contacts within target group
-Print contacts: 20 million within target group
Performance values
-Sales up by 4%
-Sales of SHIFT for PlayStation 3 up 50%
-German “Need for Speed” website the most-visited page on needforspeed.com network



Creative Execution

We presented potential gamers with virtual and real versions of SHIFT and NITRO to demonstrate the games’ differences and improve their public perception. We used a three-phased Need for Speed tuning duel – THE BATTLE – parallel to the release to effect this “transformation”.
THE BATTLE campaign employs entire communication spectrum
1. Online platform
The central communication platform was the dedicated BATTLE portal http://needforspeed.com/web/nfs-de/the-battle. Users could track and help shape the garage duel 24/7 for five weeks via 4 different cameras.
2. Online media
The broad-based online media campaign involved relevant gaming sites and target group-friendly environments. Alongside a broad print campaign, TV spots ran for two weeks.
3. PR, classic media and events
Linking THE BATTLE platform with social media measures, PR, brand and media collaboration and integration into shows and events was crucial. A highlight was the one-hour documentary, THE BATTLE, aired on German men’s TV station DMAX.



Insights, Strategy & the Idea

“Need for Speed” by Electronic Arts (EA) has been THE cult game for speed and adrenaline junkies for over 15 years.
One umbrella brand, two games, simultaneous launch:
Falling interest and new technology led EA to launch two different versions – SHIFT and NITRO – under the Need for Speed brand in autumn 2009. SHIFT is a realistic DTM-style driving simulation; NITRO’s entertainment value focuses on cult cars for arcade racing fans.
From virtual to real world – with user involvement:
Need for Speed’s spirit was to be brought to life to show the differences between the games. The objective was to increase community loyalty and win new target groups (car lovers and music fans). Need for Speed’s main target group is males aged 14 to 44.
Our solution: THE BATTLE – Germany’s biggest tuning battle:
Two teams, two cars, one garage: Five weeks live online with the community involved throughout.