August 18, 2010

The Human Touch...Madden Style

Full disclosure: I am a big football fan. To me there’s nothing better than taking over the couch and watching NFL games on Sundays.

As a fan of the game, I couldn’t help but notice the new marketing campaign for EA Sports’ Madden NFL 11 video game. Since its first edition 22 years ago, Madden has become more than just a football video game. It is a full-fledged pop culture phenomenon.

The Madden 11 campaign puts a different spin on the typical image of football players. There are no helmets, no hitting and no game footage. The campaign is called “Madden to the People” and shows star players relating to football fans on a personal level.

Leading into the one minute television commercial, EA Sports released a series of webisodes on Facebook and YouTube. These longer videos featured more details on how the players surprised their fans by showing up to play Madden 11 with them. It was a smart strategy to leverage their video content on multiple platforms.

There is one lasting lesson we can all take away from the Madden video campaign. Personal stories are effective. Don’t take my word for it. Just watch the reaction of the fans when they get to meet their football heroes away from the field.

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