EA Sports targets football fans and gamers with programmatic OOH

EA Sports targets football fans and gamers with programmatic OOH

EA Sports has launched a campaign targeting football fans and gamers by using programmatic OOH to upweight activity against key Premier League match days and stadiums.

The campaign for its new launch FIFA 23 will run across multiple out-of-home sites and formats between 21 September and 8 November with the main aim of driving awareness of the game in its first year including women’s club football.

Other out-of-home formats outside of programmatic include special builds at Waterloo Roadside Gallery of Kylian Mbappe and Jack Grealish kicking 3D footballs (pictured, main image).

There are also “lenticulars” on national bus supersides (20-foot long posters on double deck buses) showing male player Kylian Mbappe morphing into female play Sam Kerr (see video, below).

EA Sports also leveraged large format digital with full motion video at sites including Waterloo Motion, Outernet, Ocean LFD nationally, and UG D12s.

Media for the campaign was handled by Kinetic and mSix&Partners.

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