Jessica Bzoch James Dunker Marc Espeso Nina Hood Mike Sawicki
Alison Yorinks
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Electronic Arts, Inc. Bus Tour and NCAA Football
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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.
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Competitive landscape is non-existent, no other college
football game. 1.Action 2.Shooter 3.Sports
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Target Audience From EA report: Males between the ages of 18
and 24 Approximately 15 million people
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Watch Comedy Central, ESPN ESPN: 94% men between 18-34. Tosh.O:
#1 for 18-34
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Top 3: Hits & Hip Hop Hits slightly more female Hits again
Modern Rock at 4 th
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For video games, big on Word of Mouth, Social Media, and other
Internet sources.
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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?
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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.
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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.
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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.
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Updated Graphics Dynasty Mode Cooperative and competitive
multiplayer Official mascots, bands, and fields
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Increase awareness of the game by 30% by launch Increase
pre-orders compared to last year
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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 SWAG Shirts Water (and
Red Bull) Advertising Games (also, Girls) Not a tour; An
Experience
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Bus Length: about 25 feet
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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!
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21,713 miles covered over the entire duration of the bus
campaign
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Event will be held near the IOA plaza Footprint fees will be
$25,000 Bright House Stadium home of the UCF Golden Knights
University of Central Florida
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Custom NCAA wristbands EA Vinyl Decals & Stickers EA
Shirts
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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 years bus tour!
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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
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And heres Mike with his one of a kind Radio Stylings. Will be
broadcast on top three stations in each city Top 40s, Hip-Hop, Rock
Cost is $1000 each 8x daily for 2 weeks