We recently covered All-Pro Football 2K8's "Football Resurrected" ad campaign in AdWatch, marking the return of the "challenger franchise." While 2K Sports has had its football franchise lapse without the NFL license the last couple years, Madden has grown larger and larger. Now, the release of Madden is like the release of a blockbuster summer movie.
How that comparison is made relates to how ubiquitous the Madden brand has become. More than just at game stores across the land, Madden will be promoted on Pepsi caps, vending machines and more. It's obvious that with the next-gen consoles just hitting full stride EA is hoping that this will help lead to Madden's biggest year ever.
We chatted with Chris Erb, Marketing Director at EA, about what goes into a blockbuster, yet annual, game release.
I came down with Maddenitis...
Madden NFL is one of those game franchises that has truly reached critical mass, "evergreen" if you will. Often referred to by one name, Madden, most people perk up at the word and immediately understand what that means. This sort of special recognition by people in the industry and out makes the brand fairly unique in the realm of games.
"When you deal with a brand like Madden, it has its own challenges since it appeals to such a large segment of the population, both gamers and non-gamers," said Erb. "So one of the things we try to do is work with the core guys and the guys in communities and reach outside the base. It's like with what the DS and Wii have done to grow the market out... we want to go the same way. One of my goals is for consumers to see Madden in unexpected places. It's expected to see it on TV or in game stores, but we're trying to get it placed in different locations. The awareness is [high] but we need to bring energy to the launch date every year."
"My job every year is to educate people as to when and where [Madden] is coming out. We treat the release very theatrically, like a movie release. We're trying to hammer home August 14, and here's what's new in the game."
Speaking of the release date, last year it was officially dubbed "Maddenoliday," which was a major part of the advertising campaign. The term stuck, however, and is still used to describe the day that the most popular game for the most popular sport in the U.S. launches. When asked how it became such an event among gamers, Erb responded, "It really officially started last year, but one of the things we look at in marketing is that we try to build upon 'truths.' We noticed a lot of users treat the Madden release as a holiday, taking days off or calling in sick. When 6,000 stores open at midnight for a release, you know it's an event. It's been happening for a while; we just made it official. It's dedicated to our fans, saying to them that if we weren't here working on the games, we'd be standing next to you to pick it up, and this year, we're anticipating more stores than ever will be open for the midnight launch."
Corner advertisements on vending machines are "snipes"
Madden NFL 08's release mirrors that of a big summer blockbuster not only in how the release date itself is turned into a huge event, but also in its promotion across brands. On board for the Madden campaign are huge consumer brands such as Pepsi, Visa and Snickers. Each will contribute in their own way, ultimately giving Madden a higher level of visibility and raising its profile in the public consciousness.
"Pepsi is the one I'm most excited about," confessed Erb. "It will be an under-the-cap promotion dubbed 'Call Your Play.' There's going to be a code under [700 million 20-oz and 1-liter bottles and 40 million 12 and 24 packs] from Pepsi, and what [consumers] are going to do is take that code online for one of four different plays. For example, there's a fourth and two for a hat or a 'Hail Mary' for getting a car.