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Hello Everyone!

Hello Everyone!. We Are. The Company Members. Jessica Bzoch James Dunker Marc Espeso Nina Hood Mike Sawicki Alison Yorinks. The Client and the Product. Electronic Arts, Inc. Bus Tour and NCAA Football . The Client: Electronic Arts, Inc.

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Hello Everyone!

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Presentation Transcript

  1. Hello Everyone!

  2. We Are

  3. The Company Members Jessica Bzoch James Dunker Marc Espeso Nina Hood Mike Sawicki Alison Yorinks

  4. The Client and the Product Electronic Arts, Inc. Bus Tour and NCAA Football

  5. The Client: Electronic Arts, Inc. • A major American developer, marketer, publisher, and distributor of video games. Founded and incorporated in 1982 by Trip Hawkins • Originally, EA was a home computing game publisher. In the late 1980s, the company began developing games in-house and supported consoles by the early 1990s. EA later grew via acquisition of several successful developers. By the early 2000s, EA had become one of the world's largest third-party publishers. • On May 4, 2011, EA reported $3.8 billion in revenues for the fiscal year ending March 2011, and on January 13, 2012, EA announced that it had exceeded $1 billion in digital revenue during the previous calendar year.

  6. The Industry

  7. The Industry Action Shooter Sports Competitive landscape is non-existent, no other college football game.

  8. Target Audience From EA report: Males between the ages of 18 and 24 Approximately 15 million people

  9. Consumer Analysis ESPN: 94% men between 18-34. Tosh.O: #1 for 18-34 Watch Comedy Central, ESPN

  10. Consumer Analysis • Top 3: • Hits & Hip Hop • Hits slightly more female • Hits again • Modern Rock at 4th

  11. Consumer Analysis For video games, big on Word of Mouth, Social Media, and other Internet sources.

  12. Survey Says! • Do you play video games? If yes, which ones; if no, why not? • What is you favorite thing about tailgating? • What is your least favorite thing about tailgating? • What are your feelings about college sports? • Where do you normally go to watch college sports?

  13. Survey Results • We interviewed 15 college males ages 19-25, who attend the University of Central Florida. This is the core of our demographic we hope to reach out to. • 86 % of the males we interviewed do play video games, out of that 77 % of them enjoy playing combat type games and 69 percent enjoy sporting type games • 93 % of the males intervened agreed that the thing that like mot about tailgating is the social aspect of the event that build into the actual game. • 1 participant admitted that he does not like to tailgate. • 60 % of males interviewed admitted to liking college sports, the latter preferred professional but still admitted to watch college sports. • Majority of the males interviewed will watch the sports programming at home but enjoy when they go out to either a bar or tailgating to watch with friends.

  14. NCAA Football 2013 • A college football video game by EA Sports and developed by EA Tiburon. • A new momentum-based tackling system has been introduced, including double-hit tackles, and an overall increase in the number of tackle animations. • A coach mode has also been added, where players can call plays, and make pre-play adjustments as well as watch them unfold, through a broadcast-style camera. Field grass is now rendered in 3D for instant replays. 

  15. NCAA Football 2013 • Main selling point: live your NCAA football fantasy. • Create your own player, for your own team, to live out the pageantry of the college football season.

  16. NCAA Football 2013 • Updated Graphics • Dynasty Mode • Cooperative and competitive multiplayer • Official mascots, bands, and fields

  17. SMART Goals Increase awareness of the game by 30% by launch Increase pre-orders compared to last year

  18. Idea Preparation • SWAG • Shirts • Water (and Red Bull) • Advertising • Games (also, Girls) • Not a tour; An Experience • Bus Campaign • Lots of involvement • Tons of attention • Has a WOW Factor • New Idea Entirely • Visit Campuses During Football Season • 14 Regular Season + 4 Bowl • Neutral Site Games

  19. Taking a concept… Bus Length: about 25 feet

  20. And making it reality! • Bus is over 45’ Long • 6 Fridges of Red Bull • 6 of Smart Water • 14+ Tour Stops • Country Wide • Coming To A Game Near You!

  21. Bus Route 21,713 miles covered over the entire duration of the bus campaign

  22. Event will be held near the IOA plaza Footprint fees will be $25,000 Example of Event Bright House Stadium home of the UCF Golden Knights University of Central Florida

  23. Sponsors

  24. Giveaways EA Shirts Custom NCAA wristbands EA Vinyl Decals & Stickers

  25. The Competition • Game plays during the tailgating events • Fourteen schools will be a part of the event where 64 random contestants per school will face off in the games • All 64 winners will receive a free EA t-shirt for competing • Top 2 winners per school will be invited to the national championship games in Miami • There will be only one winner of all the games who receives a $10,000 scholarship from the campaign and bragging rights until the next year’s bus tour!

  26. Promotional Items

  27. Promotional Items

  28. Social Media • Provide information on game & bus tour • Network/connect with consumers- personal • Icons placed on flyers, posters, banners • Statistics (info.) about target market https://www.facebook.com/pages/NCAA-Football-13-Bus-Tour/117850251672055 https://twitter.com/#%21/Enterta02094965

  29. Radio Spot • And here’s Mike with his one of a kind Radio Stylings. • Will be broadcast on top three stations in each city • Top 40’s, Hip-Hop, Rock • Cost is ≈$1000 each • 8x daily for 2 weeks

  30. Logistics Budget

  31. Logistics Budget

  32. Logistics Budget

  33. Thank You!

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