EA SPORTS | THE CHEAT CODE
+ CONCEPT
+ TAGLINE
+ EDITORIAL
+ E-COMMERCE
+ social
+ e-mail
+ web
CONTEXT
College football standout Travis Hunter graced the cover of EA SPORTS College Football 25, helping usher the brand and one of its most beloved game franchises into a new era.
As Travis approached the end of his junior season, he was the clear frontrunner to claim the Heisman Trophy — so our team sprung into action to celebrate his impending win through an instantly reactive, omni-channel campaign spanning social, web, editorial, e-commerce and in-game activations.
These efforts included boosting Travis’ rating to a 99 OVR in EA SPORTS College Football 25 and releasing 1,212 limited-edition shirts in honor of #12’s unprecedented on-field accomplishments.
OBJECTIVE
Tap into the cultural conversation around the Heisman by celebrating Travis Hunter’s win and connecting with fans through a wide range of compelling activations and in-depth storytelling.
OUTCOMES
IN-GAME
+ Campaign launch coincided with the highest amount of daily average users of EA SPORTS College Football 25 since September (1.4 million)
MERCH
+ Sold out of 1,212 t-shirts within 7-day window
social
+ 1.9 million accounts reached (+1569% increase compared to average post)
+ 58% of viewership from Gen Z (+11% increase compared to average campaign)
+ 2.7 million views across Instagram and X (+1616% increase compared to average post)
+ Delivered 3.36M modules, achieving a 37.9% open rate (7.9% higher than average)
