Media Innovation - New Channel Creation
This award showcases those who had the insight and creativity to create a new media channel to effectively grab their audience and effectively engage with them.
The Madden GIFERATOR
Madden NFL is the most successful sports video game franchise in history. But after 26 years, we had lost relevance. To get Madden back into the pop culture conversation, we created a real-time GIF engine powered by trash talk, called the GIFERATOR, which fanned the flames of rivalry throughout the NFL season. Between developing a new content platform, speaking in the language of our audience, and becoming a certified meme, Madden managed to capture the attention of the Internet while initiating a new generation into the Madden Madness.
Brand: EA Madden NFL 15
Client: EA Sports