EA Sports Activates Pop-up Training Centers - Event Marketer

EA Sports Activates Pop-up Training Centers

DB_Gold_Electronic Arts Sports_2010 Ex
Brand: ELECTRONIC ARTS (EA)
Agency: GROW MARKETING
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2010

During the busy holiday shopping season, EA SPORTS Active put its More Workouts video game in the hands of consumers inside state-of-the-art pop-up training centers in high-traffic locations in Boston and San Francisco. The pop-ups were open for 30 days, which included private influencer events to fuel additional word of mouth among its primary target, active 25- to 39-year-old men and women.

Inside the pop-up, highly trained and knowledgeable brand ambassadors guided attendees through customized workouts at individual training stations. Guests could also take home the game using the pop-ups’ lending library, which in San Francisco was later converted to a retail component to drive sales. There was also a lounge area to relax and discuss more product attributes with the brand ambassadors as well as a membership card for up to four consultations with a nutritionist on-site.

The company threw 150 influencer events that engaged 6,000 consumers; 90.9 percent of the influencers surveyed said they would recommend the product to a friend. The program also received more than 27 million media impressions via TV, radio, print and online media.

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