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.