2012 Winners & Shortlists

Brief Explanation

Core gamers drive heavy influence on gaming enthusiasts and volumes lay in the latter. Execution: We distributed the game amongst core gamers who generated tremendous word-of-mouth in the blogosphere. This exercise was supported by exclusive content on Facebook page and targeted display and SEM campaigns to maximize visibility of these earned media. On launch, we started a mass-media campaign through TV, print, radio, outdoor, in-mall and digital. This messaging was targeted towards gaming enthusiasts to get them interested in the game. Results: FIFA 12 sales exceeded the previous edition by over 100% and outsold the competition by 4:1!