Influencer Moms Help Raise Awareness for EA Game - Event Marketer

Influencer Moms Help Raise Awareness for EA Game

Brand: EA
Year: 2009

EA’s research indicated that the best way to launch its new fitness product EA Sports Active was to tap into key influencers in the female, especially mom, category. On a mission to reach 500 American women, EA Sports sent out a call for busy moms with active online social networks. In a matter of weeks, more than 3,200 women who wished to participate in the EA Sports Active experience responded.

From there the brand created a grassroots program to drive true advocacy in three phases: awareness, engagement and amplification. Five hundred women selected by their demographic makeup, personality, network size, fitness situation and level of influence each received a welcome kit with a copy of the game and program and demo guide. The fitness product focused on a 30-Day Challenge that encouraged users to set activity goals. Each mom provided weekly updates about the challenge; moms were also encouraged to host an in-house demonstration of the game for family and friends.

By the end of the program, the moms hosted 2,858 guests at in-home parties; 122,000 face-to-face conversations were recorded and 117,000 impressions were made via social media.

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