EA Sports blurs physical and digital worlds in immersive brand experience to launch game
Uncommon Creative Studio created the event to launch EA Sports FC’s new game, which will be released on September 29.
EA Sports FC debuted its own version of a Clubhouse to mark the anticipated launch of its new game. Over 500 people attended the event, including Manchester City striker Erling Haaland, who put in a surprise appearance alongside Didier Drogba, Luis Figo, Laura Georges and more.
Attendees also got to experience a face-to-face with a digital Erling Haaland, where they were introduced to his skills and personality. Even the striker took part while there, interacting with his digital likeness.
The intention of the event was to blur the lines between the physical and digital — as pitches meet pixels — in a variety of playful, remarkable and memorable ways.
On arrival, guests were welcomed with a 5ft physical installation of EA Sports FC’s new logo, which was positioned above their heads like the player control indicator — just as if they were in the game. This logo player indicator was also available as an Instagram filter for anyone in the world to access.
They then moved through a tunneled walkway featuring distorted chanting and pre-match atmospheric sounds, which reflected the walk typically taken by professional players from the dressing room to the pitch.
On stage, there was a live-streamed keynote session with EA chief execs, including vice-president of the brand DJ Jackson, who previously spoke to The Drum about the new era of the game post-Fifa sponsorship.
Entertainment came from The Blessed Madonna, and the bar served player-designed box water and a newly-branded can showcase a partnership between Ea Sports FC and PepsiCo.