1. Social Media Marketing Campaign Evaluation Assignment
T.Simon
MKT 322

2. 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

3. 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

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

5. 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

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

7. T.Simon
MKT 322

8. Press Announcement – ESPN and EA Deal
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MKT 322

9. E-mail Outreach – Existing Customers
Multiple CTA’s
Vote now, engage with brand
Pre-order game
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MKT 322

10. Web Sites
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MKT 322

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

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

15. Fan Engagement – content, sharing, sales
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MKT 322

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

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

18. Loads of content for hungry fans
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MKT 322

19. Big Facebook Following
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Almost 2.6 Million likes
MKT 322

20. Madden on Twitter
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MKT 322
Very active Twitter community

21. 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

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

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

24. Consumer Reward for Participating
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MKT 322

25. 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

26. 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

27. 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

28. Marketing Strategy & Plan
Content/Messaging: Madden 25th Anniversary Cover Vote Event
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

29. If it worked for football…
T.Simon
MKT 322

30. 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

31. 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