2008 Forrester Groundswell Awards Submission
About
Skateboarders, aware of what they perceive as the leeching that comes with corporate partnerships, are determined to keep their culture authentic. To earn credibility, EA had to overcome its corporate roots with a 'made by skaters, for skaters' marketing approach. And with a community that would appeal to an audience that identifies itself as skaters first, and gamers second.
EA capitalized on the products advanced game physics which ensure no two people have exactly the same game moves. Customers can upload videos from gameplay to the EA Skate site and then participate in a gallery where virtual competitors vote, send instant messages, chat and keep a personal profile. New content daily within the media-rich environment kept skaters engaged, while incentives and cool features captured registration and email addresses.
By integrating the experience of gameplay into the community experience, EA is tapping into customer passion for their product and getting them to evangelize to other gamers.
Results
1/ Capturing the audience
Goals were surpassed for unique visitors and visit length. Internally, the site was one of the most popular for EA producers, who would upload videos, new forms and blog entries every day-making the site a constant source of bravado and athletic creativity for skaters who also happen to like gaming.
2/ Engaging the community
Top rated videos are viewed by many in the community. Further, ongoing marketing is done by the community through social channels like YouTube with limited need for consumer acquisition investments.
* Components of the community experience were developed in partnership with Telligent.