Results
- Post-launch figures showed that EA SPORTS Active Personal trainer had sold 1.8 million copies, making it EA’s best-selling Wii game ever
- Total reach over 23,306,762 people online.
- Coverage secured on Mirror.co.uk and TimesOnline.
- Over 25 pieces of online coverage including: BitchBuzz , MumsNet, Women Talking, London Mums, RetroChick, and the British Mummy Bloggers Association
- Eleven bloggers and 29 active online parents attended a blogger event and tweeted about the product
- Over 200 contributions to discussion threads on MumsNet
Challenge
EA SPORTS Active Personal Trainer is a fitness product developed for the Nintendo Wii console. EA SPORTS came to Fleishman-Hillard’s UK digital team for help targeting women who need to work out at home due to their busy schedule, and want a motivating fitness programme that is convenient, fun and inexpensive. The challenge was to drive massive amounts of awareness online for this key EA product.
Solution
Alongside FH London’s consumer team’s PR programme, FH Digital’s online programme ran across social networks, online parenting forums and blogs, with outreach through a variety of channels including email, Twitter, Facebook, MumsNet and British Mummy Bloggers Network.
We identified influential UK-based bloggers and online journalists within the technology, mum and lifestyle niches, then helped them with content about the product launch.
We also provided bloggers with an exclusive copy of EA SPORTS Active Personal Trainer product once they had signed up to the EA 30 Day Challenge, in which people try to achieve their fitness goals in 30 days through using the product. This meant they could blog about their experiences with the product.
