Launch of Madden 23

LED THE MARKETING BEHIND THE MADDEN 23 LAUNCH, AFTER ICONIC COACH MADDEN PASSING

Delivered a culturally relevant moment, with the Launch of Madden 23 with Coach Madden on the cover, anchored on shifting perception and creating scale of the brand, through Madden’s narrative.

The launch of the Madden NFL 23 campaign drew inspiration from Coach, bringing him back to the cover for the first time in over 20 years, and introducing an all new gameplay innovation. First positioning #MaddenDay through commemorating Coach Madden with the reveal of the cover, then the next day #Madden23 introducing our unmissable innovation , amplified through integrated plans featuring celebrities/sport stars, to strong commercial execution that drove awareness, interest at scale, alongside paid media investment.