Madden NFL 12: VIP package given to influential fans
EA Sports didn’t get to where it is by being dumb about promotions. Let me rephrase that, EA didn’t get to its high perch in the dog eat dog world of video game publishing if it didn’t know how to promote its titles effectively. Case in point: celebrity care packages for Madden NFL 12. While Madden NFL 12 brings a lot to the football simulation genre’s table, these offerings would not have the impact they do if it weren’t backed up by EA’s marketing muscle and brainpower. Simply put, marketing, video game marketing included, is all about influencing decisions.
However, people don’t decide strictly off an ad or a magazine article. They decide partly based on the recommendation or signals given by people whom they give a lot of credence to. They are called the taste makers, the influencers, and a whole host of funky labels. Regardless of the trendy label ascribed to them, they all share the same trait: they influence people. So EA Sports hits these people to get them to generate positive buzz about their products. Introducing the Madden NFL 12 VIP care package. Each package includes a lot of goodies including the upcoming game and customizable PS3s. There are only 50 Madden NFL 12 VIP kits handed out. How’s that for feeling “elite”?
Among the taste makers identified for this brand building campaign/buzz building campaing are 50 Cent, The Game, Wiz Khalifa, and Lil Wayne. NBA greats also get a package: John Wall, Lamar Odom, and Amare Stoudamaire. Of course, NFL big names get one too as evidenced by the VIP kits of Terrell Owns and Chad Ocho Cinco. This is marketing genius. Fans want to be associated with tastemakers so once word goes out that your favorite NFL or hip hop artist or NBA star has a VIP kit, your interest is piqued. Quite a small investment on EA’s part translating into a huge unit sales motherlode. Thankfully for the rest of us not so famous mere mortals, we can compete for one of the 50 VIP kits by taking a look at the Insider Deals at EA’s Facebook page.