Context:
EA SPORTS partnered with the NFL, NBC Sports, and Genius Sports to create MaddenCast, a first-of-its-kind alternate broadcast blending live NFL action with Madden NFL video game elements. The goal was to elevate the live broadcast experience with immersive, data-driven overlays — including player ratings, route trees, X-Factors, and playcards giving fans deeper strategic insight and a gamified viewing experience while positioning Madden as an interactive teaching tool.

What I Did:

• Led marketing strategy for MaddenCast alongside NBC Sports, identifying cross-promotion opportunities and integrating Peacock subscriptions into promotional assets.

• Negotiated green sheet inventory into the broadcast, rare for an alternate stream, securing 4 placements to highlight Madden NFL 25 during the critical holiday period.

• Developed social amplification strategy, leveraging talent on-air (Kurt Benkert and Chad Ochocinco) and rehearsal content to maximize engagement.

• Collaborated with NBC, Genius Sports, and EA creative teams to identify marketing touchpoints, including lower-thirds, interstitials, and in-broadcast promotions.

• Monitored and optimized content repurposing, including behind-the-scenes assets and pre-broadcast rehearsal footage, to expand reach and awareness.

Results / Impact:

• Secured prime commercial placement during the lead-up to Christmas, contributing to Madden 25 sales exceeding weekly targets by 65%.

• Successfully drove fan awareness and engagement by amplifying the broadcast across linear, digital, and social channels.

• Reinforced Madden’s brand authority as an interactive visualization tool for football strategy.

• Provided a scalable model for future MaddenCast activations, leveraging talent, IP, and cross-platform promotion.