‘Tis the Season for Madden ‘07
People eagerly await its arrival every year by counting down the days. Some take off of work in celebration and have even petitioned for it to be recognized as an official holiday. It’s clearly not Christmas or even one of the lesser-known national observance days. It’s none other than the release day of EA Sports’ Madden NFL for Playstation, joyfully dubbed by Wieden + Kennedy as “Maddenoliday”. For the release of the next installment, Madden ‘07, San Francisco-based Freestyle Interactive has created a microsite around the holiday that just brims with Madden cheer.
Chris Gatewood, Creative Director for Freestyle Interactive, tells ADOTAS that one of the intentions in creating the site was to make the “Maddenoliday” seem as real as possible. The backdrop of the site is garnished with a homey mantel place, decorated with twinkling strings of football lights, garlands, sweat socks hanging over a blazing fire, as well as a picture of the big man himself.
There is also a countdown clock along with Maddenoliday carols and various other trinkets and posters, but the main event is the Maddvent Calendar (below). The first Maddenoliday treat was unlocked on July 24th, when the microsite debuted, and visitors can subsequently discover thirteen other goodies before the big day arrives on August 22nd, when something special looks to be in store.
“All those things that we decided to put in there, they lend themselves to being spoofed very well as far as making comparisons to Christmas. You go to Christmas sites, you always see stuff like special recipes and how to make ornaments and things like that. So we just kind of ran with that and then we said, ‘How can we Maddenize it?’ if you will,” Gatewood explains.
The “Maddenized” advent calendar offers items like standard video clips and screenshots of the game, but it also features more fun fare including recipes, such as the Blitzin’ Blintz (really just an extra large meat pizza rolled up with Ranch dressing and hot sauce), Maddenoliday coupons, a “Create a Cross-Stitch” option, a snow globe that displays Maddenoliday tidings, and many other amusing items to keep you occupied.
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