When it was time to select the NFL star who would grace the cover of EA Sports’ Madden NFL 13 video game, FleishmanHillard put the power in the hands of fans. Collaborating with EA Sports and ESPN on the eight-week campaign, the team amplified weekly fan voting results, leveraged athlete availability to help secure top media placements, and used social media to stir fan dialogue and increase engagement.
The cover vote campaign culminated in a variety of consumer-facing Madden NFL 13 activities in Times Square, including unveiling the winner, Detroit Lions receiver Calvin Johnson, live on ESPN’s “SportsNation.” And it included a public photo shoot and an extensive media tour, concluding with Johnson being featured on the Top Ten List on “The Late Show with David Letterman.”
Results also included a pre-sales increase of 66 percent year over year, nearly 1,600 media stories and more than 200 million unique daily impressions. In addition, the Madden NFL Facebook page hit a cumulative total of almost 600,000 social interactions, a 185 percent year-over-year increase.