Influencer Moms Help Raise Awareness for EA Game
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.