EA Sports, a division of Electronic Arts, is a video game developer and publisher specializing in sports video games. Their game franchises include partnerships with the NFL, NHL, FIFA, UFC, Formula 1, and PGA Tour. EA Sports, in partnership with Mars, partnered with 3 tier logic to launch their national ‘Madden NFL Play The Playmaker’ gift with purchase and sweepstakes promotion, exclusive to qualifying Madden NFL and Snickers products, as well as participating Walmart locations in the United States.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for EA Sports’s ‘Madden NFL Play The Playmaker’ gift with purchase and sweepstakes promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Social Sharing

• Data Capture & Analytics

When consumers purchase a qualifying Madden NFL video game and two qualifying Snickers products in one transaction at participating Walmart locations, they are eligible to receive a digital code for a Snickers® Madden Ultimate Team Playmaker Pack and a sweepstakes entry for a chance to win a grand prize of a trip to play Madden NFL with NFL cornerback Patrick Peterson in person. Consumers could also win 1 of 5 first prizes of a custom Madden NFL Xbox One console and a signed football or 1 of 10 secondary prizes of signed memorabilia from the NFL team of their choice.

Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with their Snickers® Madden Ultimate Team Playmaker Pack digital code and a confirmation of their sweepstakes entry. Consumers can also share the promotion on Facebook and Twitter to receive two additional sweepstakes entries. At the end of the promotion, EA Sports generated a random draw to select the sweepstakes winners and procured and fulfilled the prizes.

With PLATFORM³, EA Sports was able to keep track of their promotion’s progress in real-time and collect meaningful consumer information. The Data Capture & Analytics module provides deeper insights into consumers’ purchasing behavior on the microsite throughout the promotion’s duration. EA Sports is able to use this data to make informed business decisions and develop future marketing campaigns for increasing sales, brand engagement, and customer loyalty.