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EA SPORTS CASE STUDY
Young Hollywood teamed up with Electronic Arts to bring viewers exclusive coverage from the YH Studio, featuring EA integration. Campaigns featured EA game titles such as Madden 12 and NCAA Football 12.
MADDEN 12
CHALLENGE
EA was looking to bring awareness to Madden 12, in the weeks leading up to the release date. In addition, YH worked with EA to enhance and bring awareness to the EA VIP program by gifting high profile talent.
STRATEGY
Young Hollywood integrated EA’s Madden 12 messaging and interactivity by shooting footage of celebrities playing and interacting with Madden 12, and creating content around Madden 12 in over 16 celebrity interviews. YH gifted the Madden 12 EA VIP package to celebrities such as Snoop Dogg, the cast of The League, and Tennessee Titans Running Back Chris Johnson, and got them to re-tweet and Facebook post to their millions of followers incorporating EA #hashtags and messaging.
RESULTS
Young Hollywood delivered multiple segments featuring EA Madden 12 integration and branding and received placement on Yahoo! Sports, Hulu, and Youtube. The campaign received millions of additional impressions via a strong social networking component utilizing EA messaging.
RESULTS: 22,599,802 impressions
NCAA Football 12
CHALLENGE
EA was looking to bring awareness to NCAA Football 12 , in the weeks leading up to the release date. In addition, YH worked with EA to create the EA VIP program by gifting high profile talent.
STRATEGY
Young Hollywood integrated EA NCAA Football 12 messaging and interactivity by shooting footage of celebrities playing and interacting with the title in over 15 celebrity interviews. YH also covered EA events such as the ESPY Style Studio and gifted the EA VIP package to numerous celebritites and tastemakers
RESULTS
Young Hollywood delivered 10 exclusive segments featuring EA NCAA Football 12 integration and branding. Segments received additional impressions by receiving placement on Yahoo! Sports, Yahoo! OMG, Hulu and You Tube. In all, 15 different celebrities/athletes were gifted with the EA VIP Kit, containing the title, along with other gifts from EA. The campaign received millions of additional impressions via a strong social networking component utilizing specified EA #hashtags
RESULTS : 10,606,004 total impressions in only 1 month
FIFA Soccer 12
CHALLENGE
EA was looking to bring awareness to FIFA Soccer 12 in the weeks surrounding the title’s release date. In addition, EA needed to enhance it’s EA VIP program through the gifting of high profile talent.
STRATEGY
Young Hollywood integrated EA’s FIFA Soccer 12 product and messaging by capturing footage of celebrities playing and interacting with the game. YH gifted the (Tier 1) EA VIP kits to celebrities such as J. Cole, Jamie Foxx, New Boyz, Shawn Marion, and Kemba Walker.
RESULTS
In addition to airing on YoungHollywood.com, five segments were published to YouTube and three segments featuring FIFA Soccer 12 integration and branding received placement on Yahoo! Sports. The campaign received millions of additional impressions via a strong social networking component utilizing EA messaging.
RESULTS : 5,000,000 impressions