The gaming giant remained tight-lipped on plans for FIFA 2010, but confirmed there would be an experiential element to its marketing when speaking to Event after the Launching Live seminar at Excite!, Earls Court.
Clare Stokes, managing director of Circle Agency and Penny Humphrey, head of retail and experiential marketing at EA, discussed campaigns for EA Sports Active on the Nintendo Wii, and rock music adventure game Brutal Legend, which stars Jack Black.
"If you knew how little we had to spend on our Brutal Legend launch () you be surprised," said Stokes. "Return on investment was through the roof."
"Experiential is a great way to form an ongoing dialogue with consumers. It creates awareness, word of mouth and return on investment [...] The Download audience are fickle and have a suspicion of big brands, but we pulled it off and it created great social media."
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