M1 - Example of media ad campaign in relation to P1 ad campaign

Media ad campaign – Fifa 18

Every year EA sports improves its advertising campaign whenever a new Fifa 18 comes out on consoles. EA doesn’t need to make consumers aware of the new product each year as much as other companies with other games, however they do make the audience aware of new aspects of the game. For example, improvements on graphics, gameplay and online gameplay. To help increase sales EA improve their quality of adverts and social media awareness each year. This year for Fifa 18, EA have rebranded their product by making Cristiano Ronaldo the new face of the product. This will increase sales as over the last few years Ronaldo has won the Ballon d’or trophy which has arguably made him the best player in the world. Having him on the cover of the game and in the adverts for the game will generate lots of awareness, mostly on social media as many as many fans tweet about it expressing excitement about the game.

@GAMEworth tweeted “just afew hours to the midnight launch of the #Fifa18ronaldoedition.

@silvermagnetyt tweeted a reply to EA sports tweet of the Fifa release with “amazing as always :D #Fifa18 #Fifa18Ronaldo”.

Increased sales have been proven as on its release Fifa 18 took top spot on the UK games chart. EA generate feedback on the product mostly through social media. However, they do appreciate feedback on their official website.

The target audience for Fifa 18 is generally males aged 13 onwards however EA have recently introduced women’s football to the game which has attracted woman to buy the game, increasing sales once more.

 EA have a clip of Ronaldo performing a skill on Fifa 18, then clips of people attempting this trick which creates a hype of the game and makes people want to attempt the trick. There are real life clips of the trick being performed which makes the audience wants to buy the game to perform these skills.

YouTubers are a massive part of the advertisement campaign for EA sports. Stars such as Behzinga, TBJZL and KSI have millions of subscribers on YouTube. These YouTubers produce videos of Fifa challenges and post them online. This increases publicity on the product as millions of viewers tune in daily to watch gameplay of the product.

This YouTube video by WS2 has 3.5 million views. Whilst the YouTube star has 11 million subscribers alone from mainly Fifa videos. It has come so far that YouTube stars are now involved in the TV advertisements for the product.

The regulatory body for Fifa is PEGI. This regulates the content of the game to ensure that it is suitable for the age of the consumers which is Three. 

There are similarities between the East Durham advertising campaign and the Fifa 18 campaign. Both use social media to help advertise and expand audience size. These companies use social media as it provides a wider audience for the product or service. It is also free. This is good for East Durham College as I imagine that their marketing budget isn’t as big as EA’s.

Both campaigns use civilians to advertise. Fifa 18 uses amateur football players and East Durham College uses students. I believe they both do this as it can help relate to the audience, whether that is with Fifa so you believe you can be like Ronaldo or whether it is with EDC and you want to be like any of the students in the advert. 

Throughout both ad campaigns there is a consistency of message. Both companies understand what the aim of their campaign is and push towards their goals of either enrolling or sales.