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Background:

Madden NFL Football is a video game released annually by EA sports. Since it’s inception 1989, Madden has ranked as a top 5 selling video game in North America.

The Problem:

Madden has the become Oldsmobile of sports video games.

You hear “Madden” and know exactly what it is — a game from bros and jocks. The brand has lost its energy.

 

 

Challenge:

How do we make Madden fresh again for its frequent but bored users while also bringing in NFL fans who love the sport but not the video game?

 
 
 

Research:

We did a competitive audit over the last 5 years examining related sports video games communication and found a sea of sameness. Gaming commercials consistently spoke to users about the rush of victory.

At the same time, we found the most popular game in the world currently is Fortnite — a game in which the average player wins less than 1% of sessions. We discovered hundreds of videos online of people wildly celebrating their first Fortnite win as if they had won the Super Bowl.

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Insight:

Victory is sweetest when you’ve known defeat.

Strategy:

The video game space is crowded with talk of exhilaration and winning. Let’s celebrate a feeling that both gamers and football fans know all too well— The pain of losing.

Madden makes you work for it. 

 

The Creative Idea:

Nothing beats a comeback.