EA Sports crée des GIFs avec Google pour le lancement de Madden NFL

En 26 ans d’existence, la franchise de jeu-vidéo Madden NFL est devenue LA référence des amoureux de football américain, attendant patiemment chaque nouvelle sortie du jeu phare d’EA Sports. Néanmoins, depuis quelques années, les pratiques et lieux de jeu ont changé radicalement. Avant lié à une console et un point fixe, le jeu-vidéo est devenu une activité nomade sur les tablets et smartphones, explosant le business des jeux « free-to-play » et autres téléchargements. L’époque de passer 1 à 2 heures dans un magasin de jeux-vidéos pour découvrir les nouvelles sorties et repartir avec le jeu qu’on voulait est bel et bien révolue.

Pour toucher une nouvelle audience, plus jeune, EA Sports a décidé d’axer sa stratégie marketing sur le digital. La campagne, qui a débuté en Aout avec « Madden Season », un film de 3 minutes hilarant, sur le digital uniquement, visant à toucher cette cible qui passe son temps sur les sites de type Funny Or Die ou College Humor. EA Sports débarque avec le deuxième volet de sa campagne, avec un outil en ligne, le Madden GIFerator, qui devrait plaire les fans de Madden NFL et de la NFL au global.

En partenariat avec Google Art Copy & Code, une division au sein de Google qui travaille étroitement avec les marques pour créer de nouvelles expériences, le Madden GIFerator va permettre aux fans de la NFL et de Madden NFL de créer en temps réel des GIFs pour chambrer leurs amis ou tout simplement pour s’exprimer sur l’action du match, grâce au contenu provenant du jeu-vidéo. En allant sur le site dédié, vous pourrez aussi revivre les matchs avec une timeline de GIFs générés correspondant aux actions marquantes du match (Touchdown, Field Goal, etc.)

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Anthony Stevenson, Vice-President Marketing et Marque chez EA Sports, a confirmé que l’objectif de cette campagne est de toucher une audience plus « digital native » et les potentiels consommateurs de Madden NFL, au moment où la « hype » autour du football est la plus forte. « Nous avons l’opportunité de surfer une vague énorme : la saison NFL. Les gens parlent de la NFL tout le monde et nous souhaitons pouvoir être présent aux côtés de nos fans et dans les conversations qui se déroulent. (…) Nous savons que les tendances arrivent et repartent aussitôt. Si nous ne sommes pas là, nous ne faisons pas partie de la conversation. Grâce au Madden GIFerator, nous avons quasiment réussi à effacer le temps entre l’événement ou l’action et le moment où le fan s’engage avec la marque. »

Pour EA Sports, plus qu’offrir ces GIF, la collaboration avec Google permet à l’éditeur de diffuser ces contenus sur la régie publicitaire de Google, touchant plusieurs millions de sites internet dans les minutes qui suivent l’action. Avec les visuels et les textes mis à disposition, ce sont près de 100 000 différentes combinaisons qui sont possibles.

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La décision de produire le GIFerrator vient du fait que 84% des utilisateurs de smartphone utilisent le deuxième écran lors d’un événement sportif, créant et offrant un environnement fertile pour des actions en temps réel efficace et précise. Ajoutant à cela, l’appétit pour les GIF au sein de cette jeuene audience, la décision n’est que plus naturelle. Pour Anthony Stevenson, le Madden GIFerrator est « le meilleur exemple de l’art qui rencontre la science. L’art d’engager une discussion autour d’une création de contenus, les GIFs, mais avec des éléments tangibles et scientifiques que sont la data. Nous ne travaillons plus à l’aveugle. Nous exécutons de manière hyper précise, en temps réel, ce qui nous permettra, j’espère, d’avoir une relation unique et personnalisé avec nos fans. »

Pour Google, après avoir collaboré avec Nike sur un dispositif similaire durant la Coupe du Monde, ce deuxième essai avec EA permet au géant américain de tester cette expérience et de la rendre fiable et de pourquoi pas l’intégrer à d’autres produits Google.

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