This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
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
On musics most important night, on musics biggest stage, for musics biggest audience, we didn't want to just be another brand interrupting the GRAMMYs we wanted to be part of the 57th GRAMMY Awards. So we decided not to run ads, and instead give viewers more of what they wanted: #MoreMusic. But not just more music - live music. And it worked. #MoreMusic was the top national trend on Twitter and every major media outlet immediately took notice, with Forbes deeming us one of the best performances of the night.
Agency: Deutsch LA