2008 Forrester Groundswell Awards Submission
About
In order to reach a larger customer group of NBA fans loyal to other licensed games, Electronic Arts sought to generate lasting buzz around its latest gaming release-buzz that would outlast the usual dip in post-launch interest. By injecting an exciting, unconventional lifestyle component into the NBALIVE08 web experience, EA would resonate with a broader range of fans-and keep those fans engaged for the long term.
Collaborating with EA, Blast Radius launched an NBA Jersey Creator environment that invited fans to create custom jerseys for their favorite teams, and to submit the designs to a contest gallery which showcased the best submissions. The winning jersey has been implemented into the latest version of the game NBALive08 as downloadable content, and was featured at the NBA ALLSTAR event. The Jersey Creator experience offered slick usability, roots in urban streetwear and credibility among pro basketball fans.
Results
Overwhelming participation
EA's 12-week target was to attract 4,000 jersey submissions-and, therefore, 4,000 emails of the highest tier of NBA enthusiasts. By the first weekend, the experience had met its goal and in the 12-week period, surpassed it by more than 8 times. Post-launch site traffic continued to be higher than average, with fans returning to the contest gallery again and again-capping one of the most successful campaigns in the history of the EA-Blast collaboration.
