EA Pulls Out Stops For Launch Of “Madden NFL 07”

EA Sports is positioning the August 22 debut of “Madden NFL 07” as a “cultural event replete with original cable TV programming, a two-prong $10[M] ad campaign and a partnership with Snickers and Topps,” according to Kenneth Hein of BRANDWEEK. TV programming this month includes a “Making of” show on Fox Sports, a “Behind the scenes” on NFL Network, an MTV special on the bands featured in the game, and appearances by those bands on ABC’s “Jimmy Kimmel Live.” Season two of ESPN’s “Madden Nation” reality series, where people from different cities compete in the game, and the “Inside Madden NFL 07” ESPN PPV are also planned. Teaser ads, via Wieden & Kennedy, Portland, kicked off last week “positioning the day of the videogames’ launch as the ‘Maddenoliday’ — complete with holiday carols and men baking cookies.” Snickers is launching a sweepstakes where people can gather codes for NFL prizes and two free candy bars. Topps has a 20-card Madden series featuring the Xbox 360 graphics (BRANDWEEK, 8/7 issue).