EA Sports Integrated Campaign — Academic Project

“Give us one app that feels like a Saturday tailgate”

(Academic coursework — built as a strategic marketing campaign for the EA Sports App, no formal relationship with EA Sports.)

Fans don't lack passion for football. They lack one place that reflects how they actually live it. They bounce between ESPN for scores, Instagram for highlights, and a group chat for reactions, none of which ever felt like it added up to fandom. EA needed a way to become that one place, and my job was figuring out how.

So we ran the research first and found what fans had been saying the whole time: 72% use ESPN during games, 72% use Instagram, 49% use TikTok, all at once, and 93% watch with friends anyway.

From there we built the Always In The Game ecosystem, a campaign that turned public spaces in six cities into pop-up tailgates, complete with a mystery-athlete reveal fans would chase from stop to stop. Around that: a national TV spot, an influencer ecosystem, and an op-ed placed with The Athletic to back it all up with cultural credibility.