McCann London - Xbox - Football Decoded

FIFA 18, the latest in the football videogame series, was going to be crucial for Xbox. However, Xbox’s competitor had paid a fortune to buy all the marketing rights for the game. Meaning Xbox had a 100% ban on marketing the game across all media. So, we leveraged something bigger than videogame football – real football. In partnership with top club Real Madrid and a top FIFA gamer, we translated every pass, every shot, every possible combination on the pitch into the corresponding Xbox controller buttons for FIFA 18, in real time. Our content gave fans a new way to watch football, to not just passively experience it, but to actively learn from the best and become better at FIFA 18 on Xbox. They received over 100 million impressions. They reached 650 million spectators per match (x12 matches) and the FIFA unique player base grew by 10% year-on-year from launch through to Q3.

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