The Madden 16
In 2015 a rag tag team of athletes and celebrities came together on a singular mission, to play Madden NFL 16, and save the world. Wait, dammit. That's two missions.
Together with EA and the creators of Robot Chicken, we launched a fun, integrated campaign of broadcast and digital content, that was both real time and reactive to events throughout the NFL season. Check out the entire 17 episode miniseries and content below.
Creating the Madden 16
We wrote in 16 characters, including 6 NFL stars, a coach, Russell Westbrook, WWE Diva AJ Lee, Dave Franco, Christopher Mintz-Plasse, a T-Rex, an robotic human-bear hybrid, Phil Simms, Jim Nantz, and our friend Jayson Hobby.
By scrubbing data from social we were able to generate tailored game footage within our spots of the viewer's favorite teams and stars. For example, in the above episode, the squad saves one fan's fantasy season by recommending a sleeper unique to the viewer’s team.
Real Time Content
By scripting numerous endings to episodes, and recording new VO to match events that unfolded throughout the season, we were able to react in real time. Check out the one we released for DeMarco Murray's infamous return to Dallas below.
Madden Season Tumblr
Just like in the series, our team needed a HQ to operate from. That became MaddenSeason.Tumblr.com, EA's first foray into the medium. With all of our episodes as well as tons of additional content to share, average site times topped nearly six minutes, beating every industry standard available.
ESPN SportsCenter Integration
During the shoot, we recorded tons of "press conference" footage with our puppets, and worked with ESPN to cut from actual news stories to the Madden 16, so they could weigh in and comment on the NFL season.
Each puppet got their real-life human counterpart to re-skin their social media pages reflecting their miniature Madden persona—introducing Madden to millions of new, young fans from the NBA, WWE, and NFL.
In addition to the ridiculous site time and millions of impressions on Twitter, all in all the Madden 16 campaign generated 30+ million combined video views, sat at the top of Youtube's charts for 3 days, as Madden become America's number 1 selling sports video game.