Facebook Twitter Discuss Email Print Share

EA Sports Active Tour Energizes UK Consumers

The EA Sports Active fitness game for Nintendo Wii is on the second leg of its Get Active Tour

Wednesday, March 10, 2010

The EA Sports Active fitness game for Nintendo Wii is on the second leg of its Get Active Tour, visiting shopping centers and fitness trade shows in the UK. It kicked off last June and ran through October, then picked up again in January and will run through the spring. At each location, EA sets up its sleek footprint featuring the games’ signature colors of white, green and blue with a demo stage and two pods where consumers can get up-close-and-personal with the game. Two brand ambassadors demo the game on stage while additional staffers at the pods work with consumers one on one.

“The tour has helped successfully launch EA Sports Active into a very busy market, and establish the game as a credible brand in this space,” Penny Humphrey, head of retail and experiential marketing at EA, told Buzz. “It allowed us to put EA Sports Active in people’s hands to feel the benefits and the burn for themselves.”

In addition to experiencing the game, consumers can sit down with trained brand ambassadors to learn more about leading a fit and nutritious lifestyle as well as how the game can play a role in helping achieve their health goals. At trade shows, consumers can buy the game on site; however, at shopping centers the brand drives sales to retailers with a gift with purchase. If consumers buy the game on the day of the event they receive a branded sports bag, towel, water bottle and fitness products. Agency: The Circle Agency, Reading, UK.

Facebook Twitter Discuss Email Print Share

+ EM Industry Search

Locate the Industry's Leading Partners

EM's online directories offer direct access to the event industry's most trusted vendors, suppliers, venues and more.

Browse all companies | Add/Modify Your Company

Browse all venues | Add/Modify Your Company

Browse all event services | Add/Modify Your Company

+ EM E-Newsletters

Sign up to ensure you're getting the news, case studies and information you need.

+ Event Marketer Gallery

TLC Makes a Splash to Promote its Summer Programming

TLC Makes a Splash to Promote its Summer Programming

Watch it now »

Then and Now

This month's flashback: Holograms

Watch it now »

AstraZeneca's holographic, spinning lung

AstraZeneca created a full, spinning hologram of a lung at healthcare tradeshows and conferences to promote its new asthma medication Symbicort in 2005. (Technology by Ark Media, San Francisco.)

Watch it now »

Ex Award Winners Announced

Hundreds of event marketers came together to recognize the best experiential marketing programs of the year.

Watch it now »

Coke's Olympic Pavilion

The massive Coca-Cola experience at the 2010 Winter Olympics begins with a tour of memorabilia and Olympic history, then features an HD movie about the Games.

Winter Olympics: Panasonic in 3D

Inside Panasonic’s 3D Winter Olympics Experience

Data Collection That’s Not a Drag

Mandatory data collection in a live experience can make some brands seem like telemarketers. But do it just right and consumers will flock to your footprint.

2009: The Year in Review

The highs, the lows and more than 67 industry trends that rose from the ashes.

Connect with Event Marketer