Branded content per il nuovo EA Sports FC 24 - IAKI
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Case History

Branded content per il nuovo EA Sports FC 24

Case History precedente
Case History successiva
Case History

Branded content per il nuovo EA Sports FC 24

Case History precedente
Case History successiva
Settore
entertainment
Area
Social
In Sintesi
IAKI ha ideato e prodotto un branded content per dare risonanza allo svelamento della colonna sonora globale del nuovo EA Sports FC 24, raccontando il personaggio dietro al brano italiano presente nella soundtrack, Ariete, uno dei nomi più interessanti dell’attuale panorama musicale e “voce” della Gen Z.

Obiettivo: alla conquista della Gen Z

La colonna sonora dei precedenti capitoli firmati EA Sports ha rappresentato per oltre un quarto di secolo la milestone autunnale degli appassionati di gaming di tutto il mondo. E nell’anno del cambiamento epocale, con il nuovo titolo chiamato EA Sports FC 24, il brand ha affidato al Team di IAKI il compito di continuare a spingere forte verso l’acquisition non solo del core target storico dei Millennial, ma anche della Generazione Z, sempre più coinvolta sui social gestiti da IAKI.

Una strategia mirata e ‘nativa’

L’approccio del multi-generation marketing di IAKI si riflette nella scelta di un canale strategicamente importante, Instagram, da presidiare quando si vuole interessare un pubblico ‘esigente’ come quello della Generazione Z. Ecco quindi il perché, nell’ideare il branded content con protagonista Ariete – una delle più grandi rivelazioni di Sanremo 2023 –, l’agenzia ha studiato un contenuto capace di toccare efficacemente le corde emotive di un duplice pubblico, la fanbase di EA Sports FC e quella della talent stessa. Due mondi apparentemente distanti, che trovano però un punto di incontro in termini di linguaggio e valori, con uno storytelling naturale e senza forzature.

Il concept di comunicazione diventa racconto

L’idea di IAKI è stata trasformare una call-to-action legata al lancio del videogioco – ‘Entra nel Club’ – nel perno attorno cui costruire l’intero racconto. È così che Ariete dà forma e parole al suo personale ‘Club’, fatto di amici, passioni e persone che con lei hanno condiviso – o condividono tuttora – un percorso anche al di fuori del mondo della musica.

Visualizza questo post su Instagram

Un post condiviso da ARIETE (@iosonoariete)

Un branded content che è musica per gli occhi

Il branded content vede la sua protagonista Ariete ripercorrere attraverso l’escamotage di immagini proiettate – selezionate dalla cantautrice in prima persona –, la genesi del suo brano ‘Avviso’ incluso nella nuova soundtrack di EA Sports FC 24, per uno storytelling empatico che va ad abbracciare tutti quei valori comuni tanto al mondo della musica quanto al gioco più bello del mondo. La cantante condivide senza filtri i propri pensieri e le proprie emozioni con l’ausilio di chitarra e voce, registrate direttamente sul set, affinché si creasse un’atmosfera assolutamente autentica, coinvolgente, reale. Così come è reale il gameplay del nuovo titolo di Electronic Arts.

Ottimi risultati e aspettative più che soddisfatte

Eccellente la risposta delle due community Instagram – quella di EA Sports FC 24 e di Ariete – allo storytelling creato da IAKI, per un dialogo con brand e artista che ha generato oltre 31.000 interazioni con il contenuto. Sentiment ed engagement super positivi dunque hanno coadiuvato il percorso di Electronic Arts – di cui IAKI gestisce tutti i profili social e sviluppa i progetti speciali legati ai nuovi titoli e alle partnership – verso l’incremento del buzz sullo svelamento della colonna sonora globale. Il branded content Ariete x EA Sports FC è infine atterrato su blog e testate online specializzate, attestandone l’importanza in un anno così cruciale per gli amanti del gioco più bello del mondo.

Canali del progetto

Tag
branded contentcontent creatorcontent marketingElectronic Artsentertainmentinfluencer marketingsocial media marketing

Case History Correlate

Holiday branded content per FC 25

EA SPORTS sceglie IAKI per posizionare FC 25 nella wish list natalizia con Buffon e Vlahović in una sfida cross-generazionale.

Case History correlate

Branded content IAKI FOR THE CLUB

IAKI ha celebrato il ritorno di due tra i più prestigiosi Club italiani nel gioco più bello del mondo, EA SPORTS FC 25, attraverso 5 branded content capitanati da due tifosi d’eccezione: Geolier e Blanco

Case History correlate

Branded entertainment FC 25 Ratings Reveal

IAKI ha realizzato per Electronic Arts una campagna di branded entertainment dedicata all’uscita dei valori dei calciatori di EA SPORTS FC 25, ponendo anche l’accento sulla nuova modalità Rush

Case History correlate
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