Football Decoded
Award: Graphite Pencil
Graphite Pencil / Experiential / Community Experience / 2019
FIFA18 was crucial for Xbox. But PlayStation had all the FIFA marketing rights. How could we market FIFA when it was forbidden? By leveraging something bigger than videogame football – real football. Collaborating with Real Madrid, we translated every move on the pitch into the Xbox buttons for FIFA. Via in-stadium and broadcast experiences, we linked FIFA with Xbox without naming the game, making our audience better at FIFA on Xbox, reaching 650 million viewers per match (x 12 matches) & the FIFA unique player base grew 10% y.o.y. from launch through to Q3
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