- Brand
- FIFA 10
- Media Type
- Gaming
- Social Media
- Product Category
- Leisure & Entertainment
- Source
- News
- Tags
- EA SPORTS
- Social network service
- Website
- FIFA
... was the question asked of sports and gaming fans for the launch of the latest in EA SPORTS' FIFA franchise - LET'S FIFA10.
Wieden + Kennedy, Amsterdam masterminded the global integrated campaign that saw FIFA10 top the UK's chart by Monday from its launch on Friday 2 October. It claims the spot of second biggest multi-format game launch in history, lagging behind only Grand Theft Auto IV. Sales compared with FIFA 09 are up by 90% in Germany and Spain and 100% Poland, with the US launch still yet to come on the 20th October.
Currently in Beta mode, The EA SPORTS FIFA EARTH community will follow in full, reflecting what's happening in the world of FIFA10 so users can see the repercussions of their games, and providing them with a potentially huge and elaborate gaming community at http://fifa.easports.com/enGB/earth
Weiden's creative directors Joakim Borgström and Edu Pou explain: 'We wanted to create an experience online that went beyond a campaign, and would enhance the experience of playing online. This is not a one off - we plan to move away from the website and integrate more and more - not just to show the repercussions of games, but connecting everything through the game - linking to social networking sites and connecting players around the world.'
They add: 'We know gamers are influenced by blogs and gaming sites, which is why we wanted to create something that would enhance their playing experience. Over two million games of FIFA are played every day so the brand has access to a huge amount of data, such as how many minutes are spent playing and how many goals are scored, and is able to use this data now.'
Part data-visualisation, thanks to Twitter, and part news disseminator, FIFA EARTH will keep gamers up to date with game news, country performances and teams on winning streaks and losing runs, all driven by the shared passion for football and competitive instinct of the gamers.
The campaign will continue to develop, keeping in line with the evolution of gaming, including an interactive Twitter Stream which is becoming an increasingly interactive way to spend time. Gamers will be able to improve their team's position within the FIFA EARTH community, which will rank country performances, display match stats and pitch teams against each other.
The integrated campaign also includes digital, banners, print, viral and an epic TV commercial, as well as country-specific iterations.
The FIFA franchise combines two highly passionate groups of people: football fans and avid gamers. The community that the campaign has established, as well as the games' features, such as the chance to create and record set pieces, Game Face, which allows gamers to create a 3D likeness of themselves, and the games' iPhone debut, leaves us excited about its potential.
http://fifa.easports.com/enGB/home.action
Wieden + Kennedy, Amsterdam masterminded the global integrated campaign that saw FIFA10 top the UK's chart by Monday from its launch on Friday 2 October. It claims the spot of second biggest multi-format game launch in history, lagging behind only Grand Theft Auto IV. Sales compared with FIFA 09 are up by 90% in Germany and Spain and 100% Poland, with the US launch still yet to come on the 20th October.
Currently in Beta mode, The EA SPORTS FIFA EARTH community will follow in full, reflecting what's happening in the world of FIFA10 so users can see the repercussions of their games, and providing them with a potentially huge and elaborate gaming community at http://fifa.easports.com/enGB/earth
Weiden's creative directors Joakim Borgström and Edu Pou explain: 'We wanted to create an experience online that went beyond a campaign, and would enhance the experience of playing online. This is not a one off - we plan to move away from the website and integrate more and more - not just to show the repercussions of games, but connecting everything through the game - linking to social networking sites and connecting players around the world.'
They add: 'We know gamers are influenced by blogs and gaming sites, which is why we wanted to create something that would enhance their playing experience. Over two million games of FIFA are played every day so the brand has access to a huge amount of data, such as how many minutes are spent playing and how many goals are scored, and is able to use this data now.'
Part data-visualisation, thanks to Twitter, and part news disseminator, FIFA EARTH will keep gamers up to date with game news, country performances and teams on winning streaks and losing runs, all driven by the shared passion for football and competitive instinct of the gamers.
The campaign will continue to develop, keeping in line with the evolution of gaming, including an interactive Twitter Stream which is becoming an increasingly interactive way to spend time. Gamers will be able to improve their team's position within the FIFA EARTH community, which will rank country performances, display match stats and pitch teams against each other.
The integrated campaign also includes digital, banners, print, viral and an epic TV commercial, as well as country-specific iterations.
The FIFA franchise combines two highly passionate groups of people: football fans and avid gamers. The community that the campaign has established, as well as the games' features, such as the chance to create and record set pieces, Game Face, which allows gamers to create a 3D likeness of themselves, and the games' iPhone debut, leaves us excited about its potential.
http://fifa.easports.com/enGB/home.action
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