Context
EA SPORTS sought to establish American Football (AFB) as a connected ecosystem between Madden and College Football, with the strategic goal of accelerating growth and driving dual ownership through the new MVP Bundle. The NFL Draft — one of football’s biggest cultural moments — was identified as the launchpad for this effort.

My Role

• Campaign Strategy & Positioning: Designed the first-ever integrated AFB campaign, aligning storytelling (“The Call”) with our largest commercial opportunity (MVP Bundle pre-orders).

• Creative Development: Partnered with creative teams to shape “The Call,” a hero narrative capturing the dream of being drafted and connecting it to the in-game journey.

• Media & Partnerships: Negotiated distribution across ESPN, NFL Network, and social platforms, ensuring “The Call” aired directly before the first-round pick.

• Amplification & Influencer Strategy: Activated NFL legends, athletes, and top creators to extend reach and excitement around the Draft and the limited-time “On The Clock” bundle.

• Go-to-Market Execution: Orchestrated cross-channel messaging across owned and operated channels to maintain consistency and urgency throughout Draft Weekend.

Performance

• 30% Dual Ownership Rate: Early adoption of the MVP Bundle exceeded forecast.

• High Visibility Launch: “The Call” reached millions of viewers across ESPN, NFL Network, and digital channels, generating significant social conversation.

• Amplification Success: Creator and athlete activations drove above-average engagement and strong resonance with core football fans.

• Commercial Impact: The limited-time “On The Clock” offer created urgency, lifting Draft Weekend sales and reinforcing AFB ecosystem positioning.

Why It Matters
This campaign successfully aligned culture, storytelling, and commerce, transforming the NFL Draft into both a brand-building and revenue-driving moment for EA SPORTS’ American Football portfolio.