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This week, Bloc Media launches a new online campaign for Electronic Arts (EA) to promote the new console game, FIFA 06. The campaign launched across North America and Europe and can be found online.
Bloc’s online campaign includes a viral video that can be personalised by gamers, allowing fans to become a football star in their own 45 second film. The viral video is supported by online advertising, as well as the official website and mailing list call out.
Pedro Sanudo, European Senior Consumer Marketing & Online Manager, at Electronic Arts, comments: “Bloc’s digital campaign is aimed at providing users with a total football experience by giving them access to an entire current database of international players, teams, leagues and managers. This campaign then takes this realism and combines it with the ultimate football fantasy that every fan has – being the star player on a winning team.”
Bloc’s online campaign captures the rivalry and competitive spirit of football. The viral video prompts gamers to input their surname and choose a league and a team, and to do the same for a nominated friend. When they play the video back it shows their ascent to footballing glory from park to premiership, with live commentary, newspaper cuttings of memorable moments (with their surname in the headlines), plus footage of some of their glorious goals.
In the same video, the gamer’s friend, and their team, is displayed as the loser, with their team relegated to a lower division. Gamers can then send the video to their nominated friend, showing them how they beat them on their road to footballing stardom.
Rick Palmer, Managing Director at Bloc Media, comments: “Replicating the competitiveness and enthralling rivalry of football through interactivity and personalisation are at the heart of our strategy for this campaign. Extending FIFA 06’s core theme of placing the gamer in control of their footballing heroes, the personalised video also allows fans to get a great taster for the realism and high impact thrill of this much anticipated console game.”
Editor’s notes
About Bloc Media
Bloc Media is a digital agency specialising in creating attention-grabbing websites, virals and games, as well as developing online advertising campaigns, DM campaigns, and CRM strategies.
With its creative insight and intuitive approach, Bloc Media’s campaigns are focussed on being creatively compelling whilst effectively fulfilling a marketing brief and delivering ROI.
Bloc Media has worked with BBC, Electronic Arts (EA), Diesel, BBC, EMI Records, Sony Computer Entertainment Europe (PlayStation), Mini Clip, Mousebreaker, Universal Music, Virgin Records, Eidos, V&A Museum, Sony BMG and Microsoft.
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