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Advertising Electronic Arts Battlefield

EA pulls ‘tone death’ Battlefield One #JustWWIThings hashtag


By John McCarthy, Opinion editor

October 31, 2016 | 5 min read

The latest iteration of EA’s Battlefield franchise has moved away from fictional future conflicts and tried to recreate the First World War, but its marketing on the back of the Great War has left many social media users disgusted.

Battlefield 1

The offending tweet

On Monday 31 October, the official Battlefield One Twitter account suggested social media users share their experiences with the game using #JustWWIThings.

The company was accused of making light of the conflict that caused an estimated 38 million deaths, with the hashtag, and on the back of immediate criticism deleted the original tweet.

The last few titles from the franchise have focused on fictional conflicts and scenarios, no doubt giving the marketing team a lot more space to play around with, however, upon the return to the Great War, it has been accused of disrespecting the fallen.

Below are just some of the critical tweets sent to the company.

The campaign was quickly deleted but not before receiving some skewering feedback criticizing its tone.

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