Madden NFL 21

In preparation for the release of Madden NFL 21, EA needed to plan promotional activities that paid testament to Madden players’ overwhelming enthusiasm. Rather than orchestrate a one-off campaign, EA used Camera IQ to design and launch a variety of Madden-themed social AR effects throughout the year. The initiatives inspired:

  • 5M AR effect views on Instagram
  • 9.4% share rate (3x the industry benchmark)
  • 70% lower CPV vs. EA’s internal target

Click to view EA’s “MVP Cover” experience in application.



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