Amsterdam, Netherlands. August 31, 2012 - As the place where football gamers connect to their friends and the sport they love, EA SPORTS™ FIFA 13 is the heartbeat of football sociability. FIFA 13 is the world’s most exciting football club, and the world’s most exciting football club deserves a clubhouse to match…
The new integrated campaign ‘JOIN THE CLU13’ takes fans on a winding, multi-faceted journey through the world of the FIFA 13 club – an incredible place where the game and the real world blend together like never before, where average Joes mingle with the pros, and all football and gaming fantasies come to life.
New features such as EA SPORTS Football Club Matchday, the FIFA Seasons online mode and the expanded EA SPORTS Football Club live service elevate the game’s role as football’s social network and fuel deeper connections for millions of fans.
The campaign comprises a dynamic mix of media meant to inject the social energy that makes FIFA 13 a must-have gaming experience. Spanning channels and phases, it includes a teaser film, a 90-second film with 30-second and 20-second cutdowns, pre-launch and launch print executions, as well as interactive content that allows football fans to discover additional material about the game and its features.
Created by ad agency Wieden+Kennedy Amsterdam, the 90-second film welcomes new gamers into the FIFA 13 club, a world that crackles with excitement and social energy. The spot follows a new FIFA player as he ventures inside the club for the first time and takes a break-neck journey through a labyrinthine clubhouse with a surprise around every corner – Joe Hart plays kit boy, dishing out shirts to the new boys; Alex Oxlade-Chamberlain finds himself sold to the highest bidder in a FIFA Ultimate Team auction; and Lionel Messi joins our new players for the ultimate living room showdown. This is where footballing fantasies come true and pros leave their pedestals to hang out with regular guys. Set to the Norman Cook (aka Fatboy Slim) remix of ‘Can you feel it’ by Freak Power, the film represents the scale and diversity of the game.
FIFA 13
AKQA brings ‘Join the CLU13′ to life online with a Football Fanzine-inspired interactive experience showcasing game features from the perspective of world class FIFA 13 athletes, as well as characters featured in the 90-second film. Meet Leo Messi, Joe Hart, Alex Oxlade-Chamberlain, Karim Benzema and Tim Cahill as they introduce fans to Attacking Intelligence, FIFA 13 First Touch Control, Complete Dribbling and more. Designed to perform equally well on tablets or a desktop, the experience features interactive video, exclusive game capture footage, tips and tricks plus real-time social media feeds from pro players.
FIFA 13
The 90-second film premiered online on August 30th to coincide with the climax of football’s transfer window, and will air on TV across the world from September 1st.
Football fans can access the interactive experience at easports.com/jointheclub.
FIFA 13
FIFA 13 will be available in stores in North America September 25 and worldwide on September 28 for the PlayStation®3 computer entertainment system with PlayStation Move support, Xbox 360® videogame and entertainment system with Kinect™, PlayStation®Vita handheld entertainment system, Wii™, PC, PlayStation®2 computer entertainment system, Nintendo 3DS™, PSP® (PlayStation®Portable) system, iPhone®, iPad®, iPod® touch and other mobile platforms.
About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers.
Founded in 1992, the Amsterdam office is a truly international agency purposefully built to produce global and pan-European campaigns. Clients include Coca-Cola, Levi’s, Heineken, GE, Nike, Electronic Arts, P&G, BASF, and ESPN. W+K Amsterdam was recently named the world’s most awarded advertising agency in 2011 by The Gunn Report.
About AKQA
AKQA is one of the world’s most respected ideas-led agencies: we help global brands win in the digital age. We bring innovation to the most forward-thinking companies such as Audi, Diageo, Gap, Google, Nike, Verizon Wireless and Xbox. We have earned numerous international accolades, including Agency of the Year a record 19 times. At the end of 2011, AKQA was named Agency of the Year on both sides of the Atlantic by Adweek and Campaign magazines and the most awarded digital agency by The Gunn Report. We have 1,120 employees around the world, with offices in Europe, North America and Asia.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones, tablets and social networks. EA has more than 220 million registered players and operates in 75 countries.
In fiscal 2012, EA posted GAAP net revenue of $4.1 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality blockbuster brands such as The Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield™ and Mass Effect™. More information about EA is available at http://info.ea.com.
