Fifa 10 and the smart media partnership
Via @inakiescudero I discovered a very smart online promotion EA is currently running in Spain to drive awareness around the upcoming release of FIFA 10. Since the beginning of September (when the demo of the game has been released) on the website of Marca.es (very popular sports daily) visitors can download the demo, play the game, score goals, save them and re-upload the videos on Marca’s website entering a contest to award the most beautiful goal scored.
First of all, what I like is the smart use of media space: this is what media partnerships should be for. With the game coming out in a month, it’s very much likely that the official website might not be fully ready or, better, still not worth investing media money to drive traffic to. Also, in this way EA is getting players to really interact and play, building interest and desire in buying the videogame soon to be released.