Campaign Tagline: EA VR: Break the Screen, Get Into the Game Worlds
Problem: Electronic Arts needs to introduce EA VR to the public, differentiate the product in a market with increasing competition, and convince its established user base and potential new customers of the headset’s unique benefits.
Desired Outcome:
- Introduce Electronic Arts’ innovative VR headset to the gaming market.
- Establish brand recognition as a leader in immersive gaming technology.
- Generate the target audience’s interest thus leading to strong initial sales.
Target Audience: Age:18-35
- EA PC gamers seeking immersive gaming experiences.
- Casual gamers who are interested in VR technology.
- Key opinion leaders in the gaming community.
Key Insight: The competition for VR products in the market is fierce. The technology and experience of each product are so similar that it is difficult to differentiate. EA’s core advantages are strong brand loyalty and rich gaming IP resources. The launch of EA VR not only needs to convey its top hardware performance to gamers but also highlights its unique gaming content and immersive experience, which will bring gamers from the living room to the center of the gaming world. Through strategic market positioning and marketing tactics, EA can establish its leadership position in the VR market and attract new users beyond the hardcore gamer community, opening up a broader market space.
Big Idea: EA VR is the key to a whole new gaming experience. Get “inside” your favorite worlds and enjoy the immersive gaming experiences.
Tone: The tone will be adventurous, energetic, and futuristic.
Ad Placement:
Digital Advertising:
- Influencer partnerships: Collaborations with gaming influencers for content creation and product features on their channels.
- Email marketing: Newsletters to existing EA customers promoting the VR headset.
- Paid search: AdWords campaigns for keywords related to VR gaming and EA products.
Traditional Media:
- OOH: Launch ad on bus shelters and billboards.
- Event Sponsorship: Sponsor gaming events and set up demos to give users hands-on experience.
- Retail partnerships: Displays in electronics stores.
Press and Publications:
- Gaming podcasts: Ad slots in popular gaming-related podcasts.
- Tech Newspapers: Ad placements in the newspapers’ technology sections.
Launch event: Host an online launch event to offer an in-depth look at the upcoming EA VR.
Promotion Timeline:
- Pre-launch period (July.1, 2024 – July.31, 2024): social media trailer, creative ads, and online launch event.
- Launch Date: August. 1, 2024
- Official launch (August.2, 2024 – August.31, 2024): grand media ads, launch KOL partnerships, and store campaigns.