What The Brand Needed
To coincide with the long-awaited release of FIFA 18 in September 2017, Xbox wanted to offer FIFA fans the chance to win a once-in-a-lifetime experience, while encouraging purchase of FIFA 18 and EA Access on Xbox One.
Fans got to play FIFA 18 before anyone else on 21 September using EA Access (before the Ronaldo Edition on the 25th and general release on the 29th). Any Xbox user who played the game from 21 September (early access) to 2 October (considered the launch period) gained entry into the grand prize competition to win 2 VIP tickets and an all-expenses paid trip to the Bernabéu Stadium in Spain.
Our objectives were to increase awareness of EA Access Play It First, drive FIFA 18 engagement, drive EA Access conversion, and drive competition entries. We also needed to create a unique visual ID for the campaign and develop an engaging, user-friendly campaign landing page on Xbox.com across seven locales: The United States, Canada, Mexico, Great Britain, France, Germany, and Spain.