EA SPORTS - News Papers
creative director - writer - head of design
We created a physical activation to bring the digital world to life, giving us a new way to engage with FIFA fans past and present. Our bespoke Next Generation Newspaper told stories of 6 Next Generation athletes, which we identified to engage with audiences in key markets. In the 32-page newspaper, featuring a 4-page spread for each athlete, there were in-depth articles, quiz questions, beautiful editorial imagery as well as QR activated advertisements for the offer. With six limited edition covers, newspapers were translated into English, French, Spanish and Italian and distributed on bespoke FIFA branded newsstands in high-traffic areas in London, Paris and NYC, as well as to influencers, club teams and players. To amplify and extend further, we promoted on social media.
The campaign saw 14,000+ papers distributed. Media investment drove significant overdelivery in key metrics, including 25m+ impressions across social. More importantly, FIFA 22 daily users were up 10% YoY during the campaign, with a 10% increase in new players, resulting in EA Sports FIFA’s most successful holiday campaign ever.
“We loved this campaign. It was a simple, direct and football fluent vehicle to communicate with an audience that we typically only enjoy a digital relationship with. The newspapers themselves were thoughtfully executed, elevating our messaging by using a traditionally 'football focused' medium but giving it new life in a modern context and outlining the talent and depth of our Next Generation athletes.
The distribution was culturally on point, with the newsstands designed in a way that they felt native to their context. Amplifying the physical through digital also allowed our content to be accessed by many more people, in more of our key markets. The results speak for themselves, +10% increases in both new users and engagement during the period meant this was our most successful holiday campaign for EA SPORTS FIFA.”
The distribution was culturally on point, with the newsstands designed in a way that they felt native to their context. Amplifying the physical through digital also allowed our content to be accessed by many more people, in more of our key markets. The results speak for themselves, +10% increases in both new users and engagement during the period meant this was our most successful holiday campaign for EA SPORTS FIFA.”
David Jackson ~ VP Brand, EA SPORTS FIFA
