EA SPORTS knows that its Madden NFL games lead to some friendly (albeit heated) competition. It also knows that one of the main ingredients fueling this competitiveness is trash talk. So to promote the latest installment of the Madden NFL franchise – and connect with its core audience – EA SPORTS created the Madden NFL 15 GIFERATOR.
The GIFERATOR: a social-driven, real-time NFL GIF-generator – powered by trash talk and built around the shared sports-watching experience. With nearly 80 percent of consumers watching TV with a mobile device in hand for instant sharing, EA SPORTS partnered with Google’s “Art, Copy & Code” to develop an online GIF-creation tool loaded with thousands of headlines and player animations for fans to taunt and tease each other during live games.
The campaign generated more than 150 unique articles in top-tier outlets, earned 443 million-plus impressions and brought in more than 1.4 million unique visitors to the company’s website. Plus, it prompted 400,000-plus fan-generated GIFS, and #MaddenGIFERATOR reached 22 million users. The GIFERATOR, as part of EA SPORTS other efforts, helped the company outperform sales of previous editions and stay on top of the competition as the second-largest selling video game in North America.