ABOUT THIS ENTRY
EA SPORTS, OneTeam Partners and the MLSPA Players Association executed a grassroots out-of-home (OOH) marketing campaign to celebrate the launch of EA SPORTS FIFA 23.
How does this represent “Excellence in Engagement”?
This campaign tapped into the unique passion and pride of MLS fans to create a sense of excitement and anticipation for the game.
One way to achieve engagement excellence was to focus on hyper-local targeting. By identifying high-traffic areas in MLS communities, such as stadiums, public transit hubs, and popular neighborhoods, the OOH campaign reached fans in a way that feels personal and relevant to them. This hyper-local targeting also helped to create a sense of community and shared passion, which in turn drove engagement and brand loyalty.
Another effective strategy was leveraging the power of social media to amplify the campaign. By encouraging athletes, MLS clubs, and fans to share photos and posts about the campaign on social media, the OOH campaign extended its reach and connected with new audiences.
Objective
The objective of this activation was to celebrate the EA SPORTS FIFA 23 launch alongside OneTeam and MLSPA in a way that was unique and authentic to MLS. Elevating players, culturalized creative and a fan-first lens drove our strategy and execution.
Strategy & Execution
The out-of-home marketing campaign was focused on elevating players and rivalries that would resonate with the vibrant and engaged MLS fanbases in each market.
The campaign involved a variety of tactics, including digital billboards and wild postings. By using eye-catching visuals and bold messaging, the campaign was able to capture the attention of potential customers and generate buzz around the launch.
By targeting high-traffic, walkable areas in key MLS markets of Los Angeles, New York, Seattle, Nashville, Austin, and Toronto such as public transit stations and popular neighborhoods, the campaign was able to reach a wide audience and build excitement among fans for the launch of EA SPORTS FIFA 23.
