Social Media Marketing Campaign Evaluation Assignment T.Simon MKT 322

Assignment: Social Marketing Campaign Evaluation Prepare a presentation for the class that evaluates a social marketing program or campaign you feel represents a strong use of social channels by a brand, company, service, cause, organization, etc. Individual assignment Value: 140 points (14% of your grade) Sign up this week (see sign up sheet for dates and slots) T.Simon MKT 322

Assignment: Social Marketing Campaign Evaluation Explain the situation Highlight the solution Campaign Samples: Share specific examples from the campaign that demonstrate the smart use of social media elements Screen shots are great for this Tell us what you think is good…or bad, missed opportunity, etc. Infer what you believe the strategy might have been Results: Share any results you can find via your research – data is best Make sure this is your work T.Simon MKT 322

EA Sports – Madden NFL 25th Anniversary Consumers are “In the Game” T.Simon MKT 322

The Situation EA Sports/Madden NFL – Biggest sports video game franchise in U.S. Multi-billion dollar franchise for Electronic Arts 25th Anniversary Edition in 2013 – Special edition of game featuring great players from past as well as present EA sought special promotion to support launch and anniversary Reinforce current franchise/customers Capture new customers Generate news value, build brand and prepare market for launch sales event T.Simon MKT 322

The Solution Interactive – consumers vote for player to adorn the cover Integrated – multi-channel – Internet, social, TV, PR, E-mail, in-store, e-commerce T.Simon MKT 322

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Press Announcement – ESPN and EA Deal T.Simon MKT 322

E-mail Outreach – Existing Customers Multiple CTA’s Vote now, engage with brand Pre-order game T.Simon MKT 322

Web Sites T.Simon MKT 322

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On-Going Involvement with Event Bracket tournament popular with sports fans and target audience - gamers T.Simon MKT 322

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Audience Engagement Exclusive Madden NFL Content and Social Links Live Chat with Finalist, Barry Sanders T.Simon MKT 322

Fan Engagement – content, sharing, sales T.Simon MKT 322

Call to Action - Multiple Support of key retail partner Promote web site – engage, build brand Encourage social sharing T.Simon MKT 322

E-Commerce – Pre-Sales via retail partner T.Simon MKT 322

Loads of content for hungry fans T.Simon MKT 322

Big Facebook Following T.Simon Almost 2.6 Million likes MKT 322

Madden on Twitter T.Simon MKT 322 Very active Twitter community

Tweets and Sharing = Brand Stature Major corporations, league, TV networks and celebrities involvement add credibility expand reach build “buzz” generate more content for EA to utilize T.Simon MKT 322

Brand building through… Authenticity - creates emotional connection Personality and humor User Generated Content!! T.Simon MKT 322

CTA – Pre-Order the game The Payoff CTA – Visit the site CTA – Pre-Order the game T.Simon MKT 322

Consumer Reward for Participating T.Simon MKT 322

Some Stats 40 million votes cast – unique web site visits! Commercial TV exposure far in excess of buying commercial airtime Pinpoint targeting as well (ESPN SportsNation) 2.6MM likes on Facebook Lord knows how many tweets! Sales – 1 Million units in week one; 3.6 million units in N. America to date T.Simon MKT 322

CORPORATE LEVEL - Electronic Arts Inferred Strategy OBJECTIVES Grow EA Sales and Profits by X% STRATEGIES Maintain and seek to grow sales of key anchor franchises (e.g., EA Sports/Madden, Battlefield 4) - Reinforce loyalty among current players - Seek to grow and build sales on key anchor franchises TACTICS Leverage 25th Anniversary of Madden to - Generate significant awareness to drive publicity and momentum - Engage mass audience to expand to fringe, new gamers - Integrated marketing and sales efforts CORPORATE LEVEL - Electronic Arts T.Simon MKT 322

MARKETING/BRAND LEVEL – Madden 25 Inferred Strategy OBJECTIVES Generate sales/profit growth of X% on franchise - Retain X% current gamers - Add incremental Y% additional players to franchise STRATEGIES Generate unparalleled publicity, interest and engagement with brand - Stimulate X brand impressions - Creates early sales momentum via advance orders - Capture customer data for future communication with community TACTICS Create ubiquitous campaign based on 25th Anniversary of Madden - Engaging multi-channel promotion that encourages on-going audience involvement - Encourages community sharing that further enhances marketing of event - Enables customer data capture MARKETING/BRAND LEVEL – Madden 25 T.Simon MKT 322

Marketing Strategy & Plan Content/Messaging: Madden 25th Anniversary Cover Vote Event Email Online Mktg TV Social Channels Public Relations WEB SITES Engagement Name Capture Brand Building T.Simon Cust. Acquis’n MKT 322 Publicity Share Value Sales

If it worked for football… T.Simon MKT 322

Assignment: Social Marketing Campaign Evaluation Prepare a presentation for the class that evaluates a social marketing program or campaign you feel represents a strong use of social channels by a brand, company, service, cause, organization, etc. Individual assignment Value: 140 points (14% of your grade) Sign up this week (see sign up sheet for dates and slots) T.Simon MKT 322

Assignment: Social Marketing Campaign Evaluation Explain the situation Highlight the solution Campaign Samples: Share specific examples from the campaign that demonstrate the smart use of social media elements Screen shots are great for this Tell us what you think is good…or bad, missed opportunity, etc. Infer what you believe the strategy might have been Results: Share any results you can find via your research – data is best Make sure this is your work T.Simon MKT 322