EA SPORTS FIFA 22 RATINGS REVEAL CAMPAIGN

Sports EA Sports United States
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Uber Eats #BringIt case study

The Brief

Ratings reveals are EA Sport’s key opportunity to build awareness of FIFA amongst gamers and soccer fans alike. Typically these reveals have followed a formulaic approach where teammates reveal their ratings to one another – which while entertaining, can be somewhat monotonous. In an effort to cut through the noise, the brand came to us looking for a breakthrough creative campaign that would drive mass conversation amongst the North American soccer audience.

OUR INSIGHT

What makes MLS different from other sports leagues – both in North America and the world – is the unique fandom and culture specific to each club. Why not lean into the community around the clubs to power this year’s ratings reveals?

The IDEA

We developed a multi-phased creative campaign that placed FIFA22 ratings reveals in the hands of the MLS community – creating a can’t miss moment on social. We produced unique reveals for each of the MLS Top 10 Players – from original music videos to customized FUT cards revealed in-game with MLS supporter groups, and even broadcasted on national television. 

This year, FIFA 22 ratings reveals were POWERED BY THE COMMUNITY.

RESULTS

158

Social Posts

54%

Increase in Social Conversation

9.2M

Impressions

8%

Average Engagement

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