Research Portfolio. LO1 of Unit 20. (P1) Marketing Campagin 1: FIFA

LO1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products

Research Portfolio

Campaign 1: FIFA

One of the marketing campaigns I have chosen to do is the FIFA 18 marketing campaign. FIFA is the most well known footballing video game across the whole world beating their competition every year on a consistent basis as well as having a top marketing campaign. FIFA 18  has been a game that has divided fans opinions this year with many people saying the game is not as good as it has been in previous years, however some fans are loving and enjoying FIFA more than ever.

Aims and Objectives:


Electronic Arts (EA SPORTS) create FIFA every year and improve the marketing campaign each year to generate more people being interested in playing the game. EA's aims and objectives are to get all football fans ranging between 8-old who have a passion for football and video games to playy. EA aim to improve the game on a yearly basis and look to spread their audience, they do this by adding new leagues from all around the world on to the game as well as having their national countries on the game. EA strive to give their audience the most realistic and enjoyable experience possible. EA try to get older people to play the game by having icons on the game mode ultimate team this could tempt adult football fans who enjoy gaming to play the game.


Key message:

EA's key message if for all football fans to play together and enjoy the game, it is a great marketing tool for football in general and makes a community of football fans for everyone to enjoy and create an interactive community. The message that EA sports also try their hardest to send out is that FIFA is the best football video game you can purchase on the market. They thrive to make it better each year by adding new features for fans to enjoy. As well as this, EA have added a new feature on the game called the journey, the story is about a boy called Alex Hunter who had a tough childhood but makes it as a professional and you can decide what to do with him and make career decisions with him. The reason for EA making this will show young football fans how tough footballers childhoods can be but there are still ways to become a success and how to make good career decisions as it will help in the future.

Approach:


EA's approach is to get all their audience to purchase FIFA points, this is a virtual currency on the game that players have to purchase with their own money and then they can spend it on packs to get players or FUT drafts where you pick a squad of random players and is the most popular mode on the game that people use. They also approach their campaign by getting real footballers to come in to their studio and record their movement and shooting with special software that they can upload to the game and will convince other players to play the game.




Choice of media:

EA Sports use many different types of media to spread awareness of their campaign, they have a television advert that features the games in play action and real players, they also release youtube videos in the lead up to the game to tell fans about new features of the game for example this year on their youtube channel they unveiled a new negotiation feature on career mode which was a big update since fans were demanding a big development in career mode and FIFA have listened to them and delivered successfully this year. As well as television advert EA also pay to advertise the new game on supermarket billboards and  in magazines, EA Sports is a massive company that would have a big budget for a marketing campaign therefore they have gone for the most expensive techniques. Including all of this EA get some footballing stars to feature in their ads on tv to help gain fans attention.


Image result for fifa 18 advertshttps://www.google.co.uk/search?safe=strict&hl=en&biw=1366&bih=673&tbm=isch&sa=1&ei=TxoVW6maIY_wgQbLya7wAw&q=fifa+18+adverts&oq=fifa+18+adverts&gs_l=img.3..0i24k1.10245.11715.0.12201.7.5.0.2.2.0.113.480.2j3.5.0....0...1c.1.64.img..0.7.558...0j0i30k1j0i8i30k1.0.R0MZmoJnG-o#imgrc=fDvc4DZcLGe74M:&spf=1528109743712




 1280 × 720 - youtube.com  

456 × 480 - dreamteamfc.com

Target Audience:

EA Sports target many different people when it comes to producing FIFA, their primary audience is just football fans in general who enjoy playing video games, they have a competitor who is KONAMI who make Pro Evolution Soccer so EA have to make sure they keep the game fresh every year and add new features whilst giving football fans the most realistic experience possible whilst they are playing the game. EA also try to get the older generation to play by having icons in the game who are retired footballers who used to be the best in the past on a game mode called Ultimate Team where you can use your imagination to create your own teams.
https://tse1.mm.bing.net/th?id=OIP.CsDq2V80b93Cl8BaxKkLWwHaEK&pid=15.1&P=0&w=333&h=188

Representation:

EA try to represent FIFA in a way that it is a video game for all football fans to enjoy from the age of 3 and over. They tailor game difficulties to all players abilities to ensure that all players have the best experience possible whilst playing the game along with this EA Sports maintain their brand with this as at the start of every game they produce it has their famous slogan, 'EA SPORTS, It's in the game' 

Campaign Logistics:

EA produce a new FIFA every year and it has now in a way become a sort of tradition for all video game players who have a love and passion for football to go and buy it on release night every year and EA do their best to improve in every department of the game, this year they have announced that the next FIFA will have the rights to the UEFA Champions League and UEFA Europa League and this will only help the game grow in popularity.



Call to action:

EA's FIFA department have a very strong presence on social media and helping customers resolve problems they have in their games via private message. If the person on private message can not sort out the problem it will get forwarded to their website where they offer live chats and phone calls to help resolve customers problem offering the best customer service possible.

Legal and Ethical Issues and regulatory bodies:

EA ensure their game is ethical and represents themselves and football in the best way possible, along with this now they have linked up with UEFA they will also be promoting the 'no to racism campaign' which will help improve the ethical image of the company. Along with this before the game is released every year they will go through the game with PEGI to ensure the game has the correct age rating and it is suitable to play for the ages targeted. Along with this when FIFA is produced every year, EA release an advert on television for everyone to see and help raise awareness of the game being released and to let everyone know that the game is coming out and will tell them which date. When producing the advert EA will go through the ASA so they can make sure that the advert is suitable enough for television and make sure it can go on air before it is released.



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