EA Invents New Holiday for Madden Release | ClickZ: EA declares the release day for Madden NFL 07 'Maddenoliday,' to give fans the day off to play.
Each year Electronic Arts takes "truths" gleaned from fans of its Madden franchise to fuel the launch campaign for its new release. This year, the publisher has declared August 22, the release date for Madden NFL 07, a new holiday.
"We picked up on a consumer truth that people really do treat the Madden launch day as a holiday," said Dana Glazer, senior manager of advertising at Electronic Arts. People call in sick, create fake jury summons and some break up with their girlfriends to free their schedule on launch day, Glazer said.
It might not be recognized by the government or employers yet, but for the gaming community, EA's agencies Weiden & Kennedy and Freestyle Interactive worked jointly to create Maddenoliday, which includes a TV, radio and online campaign. All ads lead to a Maddenoliday microsite, which is separate from the Web site for the game itself. Emphasis will shift from the microsite to the official Madden NFL 07 site by launch.
Each year Electronic Arts takes "truths" gleaned from fans of its Madden franchise to fuel the launch campaign for its new release. This year, the publisher has declared August 22, the release date for Madden NFL 07, a new holiday.
"We picked up on a consumer truth that people really do treat the Madden launch day as a holiday," said Dana Glazer, senior manager of advertising at Electronic Arts. People call in sick, create fake jury summons and some break up with their girlfriends to free their schedule on launch day, Glazer said.
It might not be recognized by the government or employers yet, but for the gaming community, EA's agencies Weiden & Kennedy and Freestyle Interactive worked jointly to create Maddenoliday, which includes a TV, radio and online campaign. All ads lead to a Maddenoliday microsite, which is separate from the Web site for the game itself. Emphasis will shift from the microsite to the official Madden NFL 07 site by launch.