Madden 24 Launch Party
Developed from concept a one-of-a-kind live activation to support the launch of Madden 24.
Goal: Generate awareness, engagement and positive sentiment during the early access period of Madden 24 with a unique, creator-led livestream.
Execution: Cross-functionally collaborated with and aligned internal and external teams to enhance both the show and other Madden activations (esports sign ups, Last Chance Offers, Ratings Hotline). Strengthened viewer experience with Twitch Drops and game code giveaways.
Worked in three phases with creators and EA owned channels: awareness/hype, launch support, and post-event content.
Cross-functional Alignment
Awareness and Hype
Leveraged Esfand’s live stream and socials to bring awareness to the show while using EA-owned channels to hype up Twitch Drops and game code giveaways.
Launch
Creator-led push for awareness across X and Instagram Stories with front-page placement on Twitch.tv,
Post-Event Content
Utilized creator channels across YouTube, Instagram and TikTok for post-event support to continue generating Madden 24 awareness.