Social Gameplan Helps EA in the Battle for Gaming Fans - Event Marketer

Social Gameplan Helps EA in the Battle for Gaming Fans

DB_EA1_2013 ETA
Brand: ELECTRONIC ARTS (EA)
Agency: AYZENBERG
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-C)
Year: 2013

A robust, active social community is key to growing any brand, a fact not lost on Electronic Arts when it came time to launch its Battlefield 4 video game. After all, social interaction drives real brand engagement, and that in turn leads to increased sharing, referral and ultimately, sales. The objectives for Battlefield 4 were threefold: to provide the community with a central location to keep up to date on all things Battlefield; to encourage, celebrate and curate the massive amount of Battlefield user-generated content; and to continuously test and optimize social media activations by creating hypotheses, testing them and implementing results.

To achieve that, EA deployed a veritable army of high-tech tools including HootSuite, which enabled the company to moderate its social platforms with extreme efficiency. It assigned specific Tweets and posts to operatives who tracked who’s responding to what and kept response times minimal. Radian, Sysomos and Simply Measured handled analytics that were distributed companywide each week and provided a quick snapshot of the state of the channels to keep executives up to date and inform team members.

These initiatives have helped Battlefield win the war for new players: The game’s total audience now tops 7.5 million, a 429.4 percent increase since 2011. Its YouTube channel boasts nearly 800,000 subscribers and nearly 120 million total views. And it has seen an average of 2.24 million engagements (a three-month moving average.)

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