EA SPORTS & Chevy Cruze Provide Branded Entertainment That Shows Gamers How to be Better Madden NFL 12 Players and Gives Them a Chance to Win a New Car.
REDWOOD CITY, Calif.–(BUSINESS WIRE)–Electronic Arts Inc. (NASDAQ: ERTS) today announced a collaboration with Chevrolet to feature the 2011 Chevy Cruze in the demo of Madden NFL 12, inviting gamers to experience a playable preview of the game. The Madden NFL 12 demo launched today on Microsoft’s Xbox LIVE® and Sony’s PlayStation® Network. The Chevy Cruze brand integration is powered by EA Signal which takes branding within video games to the next level through unprecedented production values, branded video sponsorship opportunities, integrated social network extensions, and delivers a level of engagement that has never been achieved in video games before.
EA Signal builds upon the traditional video game demo and adds to the overall experience for gamers to enjoy. With EA Signal, marketers can either provide or choose to sponsor a variety of game related content including but not limited to celebrity and developer interviews, behind the scenes footage, tutorials, and even interactive features. Marketers can also utilize EA Signal content to drive social media initiatives and contests, expanding their reach further.
“By partnering with EA on Signal, Chevrolet is dramatically enhancing the demo experience for millions of our passionate Madden NFL players,” said Dave Madden, Senior Vice President of Global Media Sales at Electronic Arts. “For the first time, brands like Chevy can build rich, engaging media experiences that capture the attention of gamers as their interest level is peaking in anticipation of hot new game releases. It’s a total win for the brand and the consumer at the same time.”
Through EA Signal, The Chevy Cruze integration features a multi-layered and highly dynamic experience that is designed to capture the attention ofMadden NFL fans. Gamers enter the first layer when they log on to either Xbox LIVE or the PlayStation Network to download the Madden NFL 12 demo. There gamers are presented with the EA Signal interface where they are given the option to jump straight into the Madden NFL 12 demo, or view a variety of Chevy Cruze sponsored videos. The next layer consists of the videos featuring champion Madden NFL player Van Bernardino (aka: “Prodigy”) driving his Chevy Cruze on a road trip down California’s famed Pacific Coast Highway to meet former New Orleans Saints halfback and Super Bowl XLIV champion Reggie Bush to discuss the finer points of both real and video game football. In the final layer of the integration, players are instructed within the available tutorial videos on how to run an “audible” play in the demo. If the player uses an audible successfully to score a touchdown they will receive a special code and instructions to visit the Madden NFL 12 Facebook fan page where they will enter the code to participate in a sweepstakes to possibly win a new 2011 Chevy Cruze. While visiting the Madden NFL 12 Facebook page, players are encouraged to “like” and “share” their experience with friends.
Madden NFL 12 continues the rich tradition of the storied franchise by bringing fans closer to the NFL than ever before, featuring all 32 teams, stadiums, and your favorite players in the League. Madden NFL 12 transforms on-field action and core gameplay modes, driving innovation in six key areas: Playbooks and Gameplay; Presentation; Franchise and Superstar modes; Dynamic Player Performance; Madden Ultimate Team; and Online Communities. Whether battling your rivals on the couch or online, leading your favorite team to the Super Bowl in Franchise mode, or building the ultimate dream team in Madden Ultimate Team, Madden NFL 12 is True to the NFL, True to the Franchise, True to the Game.
Madden NFL 12 is developed in Orlando, Florida by EA Tiburon. EA SPORTS is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, global videogame competitions, and breakthrough digital experiences. EA SPORTS delivers personal access to the emotion of sports through industry-leading sports simulation videogames, including Madden NFL football, FIFA Soccer,NHL® hockey, NBA JAM, NCAA® Football, Fight Night boxing, EA SPORTS MMA, Tiger Woods PGA TOUR® golf, and EA SPORTS Active.
For more information about Madden NFL 12 please visit maddenNFL.easports.com.
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