EA SPORTS develops, publishes and distributes interactive software worldwide for Internet-connected consoles, personal computers, mobile phones, tablets and social networks. EA SPORTS FIFA (@EASPORTSFIFA) is the brand’s top selling football video game. It has been localised into 18 languages and made available in 51 countries.
The challenge
For the highly anticipated #FIFA13 launch, @EASPORTSFIFA wanted to align its brand with the football season, particularly the football transfer window. @EASPORTSFIFA also wanted the game to play a central role in real-time conversations about FIFA.
The solution
@EASPORTSFIFA used Twitter Ads with interest targeting to reach its core gaming audience and other relevant segments. The brand targeted Twitter users like those who follow major FIFA teams and sports news sources as well as those similar to @EASPORTSFIFA followers. @EASPORTSFIFA also targeted users who searched for terms related to FIFA games, players and popular football related hashtags.
With Promoted Tweets in search and in timelines, @EASPORTSFIFA encouraged fans to share their opinions to build anticipation for #FIFA13.
Will your favourite player be on the #FIFA13UKCover? http://t.co/SF1fhJAl Tweet your dream cover stars using #FIFA13UKCover
— EA SPORTS FIFA (@EASPORTSFIFA) August 17, 2012
On the final day of FIFA’s transfer window, @EASPORTSFIFA launched the Promoted Trend #FIFA13.
“We have built a large and engaged audience on Twitter who want to talk about football, FIFA and the natural connection between the two. Using Twitter Ads allowed us to massively amplify our authentic conversations with fans.”
Alistair ReidEuropean Community Manager, EA SPORTS FIFA
The Trends list is the perfect place to shape a conversation or amplify a message on Twitter and beyond. Your Promoted Trend is featured at the top of the list for an entire day. When a user clicks on your Promoted Trend, it takes them to your marketing message displayed through your Promoted Tweet. Because of their reach, Promoted Trends are super effective.
The results
The Promoted Trend #FIFA13 generated 37.8% engagement and drove more than 16 million impressions with earned media reach of 2.26 million. Promoted Tweets in search achieved 15% engagement and Promoted Tweets in timelines achieved 17% engagement.
@EASPORTSFIFA received over 10,000 mentions, three times their average daily mentions. The average cost per engagement came in 30% below target.
3 keys to success
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Capitalise on real-time conversation.
@EASPORTSFIFA chose to launch a Promoted Trend during one of the most important days in the football calendar, the final day of FIFA’s transfer window. This allowed the brand to be at the center of the organic conversation about FIFA. “This strategic buy ensured everyone discussing football transfers also had #FIFA13 at the forefront of their mind. To receive such a high level of brand interaction one month before launch was very pleasing,” says Caroline Simpson, TED@MediaCom Manager.
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Engage your audience.
To create a two-way dialogue, @EASPORTSFIFA kept the tone of its Promoted Tweets conversational with clear calls to action asking for votes, RTs and opinions.
Retweet if you’re playing the #FIFA13Demo! Tweet us with your thoughts on the game with #FIFA13Demo
— EA SPORTS FIFA (@EASPORTSFIFA) September 12, 2012 -
Target beyond your existing audience.
@EASPORTSFIFA looked beyond its followers and those interested in gaming to target university students and those interested in television and movies. By doing this, the brand was able to reach a larger audience.