MADDEN LIVE
Transform Atlanta Falcons fans into quarterbacks during half-time by leveraging the NFL Madden Mobile game and digital signage at the stadium. An interactive experience at the Mercedes Benz stadium which can be replicated nation-wide to boost engagement with the league at home and during games.
THE INSPIRATION
How can we use mobile gaming to create more engagement in live NFL games? Give the audience a new experience, a new way to interact with the environment. The idea is to turn the Mercedes Benz Stadium into a theme park attraction during half-time. Kids love Toy Story Mania, at Disneyland, but it cost millions to bring Toy Story to live in that building. If you're already in a stadium, during a game, the environment naturally becomes a football-themed setting.
THE INTERACTION
When your phone's geolocation puts you in the Mercedes Benz Stadium during a Falcons game, your Madden Mobile App will display a new mode: Madden LIVE. Opening it, you'll see a quarterback's arm from a first-person-view, an aim, and a throw button. Behind these graphics, your camera will turn on to allow you to aim at the wide receivers that will pop up at the stadium's digital signage. It's basically a giant carnival shooting gallery where you use your phone to aim and shoot at targets displayed across the stadium. Your phone identifies the targets, calculates your points, and sends them to an online leaderboard that's displayed at the end of the game.
EXPECTED OUTCOME
It's hard to dictate or even define what's "viral" today, but this campaign has a lot of potential to generate valuable user content. "Shazamming" your sizzle is an interaction that requires no money and very little commitment. Most people already have Shazam, most people already cook something, sometimes, and pretty much anything that you throw on a hot pan with oil sizzles. The quizzes will engage an audience that likes cooking and allow users to record themselves in the style of a TikTok/Instagram filter, which they're used to seeing and sharing. Lastly, the trip given as a reward is an excellent opportunity for both brands to produce even more content and reinforce a connection between their music and food businesses.
