The creative idea was to show NFL megastars vying for a spot on the roster of Madden gamers everywhere.

We did this by taking two of their favorite things – NFL stars and pop music, and re-created, almost shot for shot, three of the biggest pop hits of the last 20 years. In order to drive home the new team-building features for Madden NFL 17, our NFL stars begged, pleaded, danced and sang their way onto Madden rosters everywhere.

Data shows that people purchase at three distinct times throughout the year. The first is at launch, the second at holiday, and the third as NFL post-season begins. Our plan was to release one full-length music video and related content at each spike.

We opened the campaign from August to mid-September with Super Bowl 50 MVP Von Miller re-creating Justin Bieber’s music video “Sorry” which had 45% media weight. During the holidays from mid-November to early January, Patriots tight end Rob Gronkowski rocked out to a parody version of Bon Jovi’s “Livin’ on a Prayer” which had 35% media weight. During mid-January to mid-February as fans everywhere geared up for the playoffs, we released our version of the Weeknd’s “Can’t Feel my Face”, starring the Steelers’, Antonio Brown which had 20% media weight.

These videos lived on broadcast, digital and social channels with custom executions for Snapchat, Facebook and ESPN.

We hit our target when it came to delivering on our objectives.

Organic reach of long form videos hit 4.5M views on YouTube and Facebook which made a cultural splash.

The campaign drove engagement in team building modes within Madden 17, with Madden Ultimate team sales increasing 15% year over year.

Additionally, against a pool of intense competition across all gaming titles Madden NFL 17 was able to rank in the top ten across all games in North America. Finally, Madden NFL 17 earned the right to be the number three game in the sports category across the entire United States.