Madden Launch CPG

This microsite was the destination for a code redemption program to launch Madden 11. Users could unlock special stadiums and characters by purchasing participating P&G men's grooming brands.

The core mission of this assignment was to promote scale within the roster of P&G male grooming products. This was one of those assignments that had a few objectives and we managed to address all of them by creating this fun campaign centered around this idea “Smack Talk.” The second objective was to sell a bunch of Gillette razors. Since the product already had an existing football theme it really synced into the Madden launch. Getting men to purchase a razor means ongoing repeat purchases and P&G makes a lot of money on those cartridges. I wish I could remember the specific number of razors the client set for us to measure success, but what I do remember is that we sold out of razors and that number ended up not mattering. 

My favorite part of this project encouraged users to "Talk Smack" through a customizable Facebook app that generated sharable insults. Social was not a major part of the brief. By this I mean we were asked to include a “share” link due to best user practices, nothing more. At this time, I was seeking out ways to truly engage with an audience online. Why would someone want to share anything driven by a product unless it was sincerely cool enough? Sure, maybe the code redemption program might be worthy, but I wanted it to be more fun and relevant to an even broader audience. So, the idea of “Smack Talk” was born and ended up setting the tone for the entire campaign. Reverse engineering at its finest. Sometimes it just works out that way. 

This hero tactic was part of a much larger platform of executions that brought “Smack Talk” to life however the microsite was at the core of the entire campaign. This campaign’s success ended up leading to a few more Creative’s picking up the work for future Madden launches down the road after my time with the account.