Madden NFL 22: Launching the Iconic Video Game through Opendorse

Coordinating between 13 NFL stars and stakeholders, Opendorse supported EA SPORTS in executing a personality-driven social media campaign for the launch of Madden NFL 22.

THE DEAL 

+ Opendorse worked with EA SPORTS to pitch, execute and fulfill compensation for each player’s participation in the campaign.

+ EA SPORTS provided custom Madden Land images to be posted on each player’s Twitter account. All posts had to go live between 8:00 and 8:10 a.m. on Aug. 21.

+ 13 players were featured: A.J. Brown, Marquise Brown, Nick Chubb, Dalvin Cook, Stefon Diggs, Justin Fields, Najee Harris, Tyreek Hill, Jalen Hurts, Josh Jacobs, Jerry Jeudy, CeeDee Lamb and Tre’Davious White.

THE RESULTS 

+ 5.9 million total impressions, 1.84x larger than the combined player audience (3.2 million followers)

+ 1.1 million impressions on the Tweet with the largest reach (Fields)

+ 227,778 total engagements (retweets, likes, comments and clicks) with an average engagement rate of 7.2%

+ 22% engagement rate on the most engaging Tweet (Lamb)

THE CONVERSATIONS  

“Every Madden NFL release is a big moment for football fans; it means football season is right around the corner and players finally can explore the newest features and live out their NFL fantasy on the virtual gridiron. We’re so excited for players to get into Madden NFL 22 to experience the rollercoaster of emotions and fun of NFL gameday, which is brought to life in our new Madden Land campaign.” –Executive Vice President and Group General Manager of EA SPORTS Cam Weber

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