The power of the post-launch

December 9, 2013

So much of our time is spent focusing on launching a campaign or on shipping a product. There’s a feeling that that moment is the zenith, the peak that we should we working towards and when its achieved, we can take a breath. Sadly, that is no longer the truth. The “set and forget” mindset is long behind us and it is great to see a huge, multi-billion dollar brand that not only gets that but that then uses the data it gets from its consumers to fuel its ongoing marketing. In this case. its the EA Sports football franchise, FIFA.

With all of the connected devices playing network games, or even just relaying statistics back to the mothership, EA Sports has a treasure trove of data that it can use to continue to market itself in smart, low cost ways – the definition of building marketing into the product.

Here are two examples:

First, FIFA has partnered with the football clubs around the world to showcase the goals of the week scored by the clubs’ fans on their game. Now you have football clubs with a social presence reaching into the 10s of millions promoting a video game. Here’s my club’s goals of the week:

And secondly here is FIFA using its data to cement its place in the cultural fabric of its potential consumers – football fans.

FIFA player data

There’s enough rich data in the infographic to start a conversation between any two (or more!) footy fans from different clubs, countries and cultures.


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