EA SPORTS FIFA 22 RATINGS REVEAL CAMPAIGN Sports EA Sports United States
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.
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?
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.
Increase in Social Conversation