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September 27, 2009
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 (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.

Comments on this entry

Great idea.

Posted by: James Bickerton at September 27, 2009 09:32 AM


Love it! The upload of goeals in FIFA was such a good idea last year, so to make use of it in the promotion, well played

Posted by: Michael Wilson at September 28, 2009 02:05 PM


Really interesting. It's great to see EA using content created by consumers previewing the game in a a demo as a promotional tool for that same game.

Posted by: Tom Planer at September 29, 2009 07:56 AM


This campaign is EXACTLY THE SAME than an idea my agency presented to EA Spain more than 2 months ago.

I really feel ripped off. I can understand clients don't trust agencies sometime.

if we keep on working like this...

Posted by: Mik at October 2, 2009 10:57 AM


I'm not much into soccer (or football as the rest of the world calls it), but this is one of the best campaigns I've seen.

Posted by: Eric at October 5, 2009 02:04 PM


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