EA Games kicks off integrated campaign for its ‘FIFA 12’ and 'Battlefield 3’ releases

EA is one of the largest video game publishers in the world, Its latest game, a football simulation effort named 'FIFA 12' uses realistic images of real football stars like Wayne Rooney from Manchester United and Kaká of Real Madrid. It will be launched on 27 September, while EA's other new release, 'Battlefield' will be out on 25 October through its online store.

Both releases will face strong competition from existing games, 'Call of duty' (by Activision), and 'Winning 11' (by Konami).  In response, EA has launched an extensive campaign that will cover TV, print OOH, and online over the next two months. It will aim to reach out to young, male, hard-core  game audiences.

A TVC is now running on iCable and Now TV, dominating around football telecasts. MediaCom is also using major social media site like Discuss.com and Uwants.com, Tram shelters, and OOH billboards in busy computer shopping centers in Mong Kok and Wan Chai.

Print media selection has been geared to IT magazines like E-zone, PC Market, youth-titles Face, and East Touch, and soccer magazine titles like Inside United, Football Weekly, and Attack Soccer.

MediaCome Hong Kong has previously worked on the local PlayStation account for Sony.