TV, radio and online advertising drove fans to the “Countdown to Maddenoliday” mini-site we created. The strategy behind the site, was to introduce gamers to the holiday and celebrate all things Madden. The design’s open and easy to explore, with surprising elements hidden throughout. A major part of the site features a “Maddvent Calendar,” which unlocks a new piece of content every few days, from screen shots, to videos, and everything in-between. For example, viewers can spread Maddenoliday cheer by sending festive e-greetings to friends, reading up on Maddenoliday traditions, and even listening to a Maddenoliday carol.