In 2020 of all years, the speed you adapt has never been more important. Whether you’re gaming in the virtual world or activating in the real one. Plans for the annual EA SPORTS FIFA 'Team of the Season' campaign – one of the brand’s biggest beats of the year – were already underway when the season came to an unexpected halt. Adapting quickly to the circumstances was now the name of the game. The team decided to pivot the marketing moment towards a live video-led experience that engaged a global FIFA fanbase in the midst of lockdown.
Tapping into the wealth of functionality available within the Monterosa / Interaction Cloud™, they and their content production partners turned around a seamless EA FIFA branded quiz experience in days. Hosted by UK household-name-LFC-fan, comedian Iain Stirling, with cameos from stars like Virgil van Dijk and Ian Wright, the quiz drew on fans’ quick-fire Premier League and FIFA knowledge. What’s more, fans had to work together – they build tension into the format by setting "reveal thresholds" above which individual players from the ‘Team of the Season (So Far)’ revealed when more than 60% of the playing audience got the answer correct.
And although the quiz was set up in record time, that didn’t come at the expense of performance as Monterosa / Interaction Cloud™, the industry-proven platform, powered over 1.2m interactions in an hour-long show of fun, facts and prize rewards.
If you’d like to know more about how the Interaction Cloud ease get in touch here.