‘Tis the Season for Madden ’07
The Maddvent calendar compels people to return to the Flash 8-driven site to see the newest unlocked item, and it also has cookies embedded to remember what users have already seen. The festive spot is also chockfull of viral opportunities. Gatewood says that the many “send to a friend” options stem from the site’s diverse content. A visitor might be looking at many of the features without thinking they would amuse a particular friend, but in one of the calendar unlockings, an individual might find something that a friend would really like. The chance to send it along is frequently offered right along with the content. “I think there’s something that’s going to appeal to everybody at some level,” Gatewood says.
The “everybody” he refers to far exceeds the Madden fanatics. While non-gamers will probably lack the motivation to buy the game even after exploring the Maddenoliday goods, they will certainly be entertained. Gatewood also thinks the microsite is an opportunity to reconnect with fans who may have lost the Madden spirit. “I think for those people who left the fold for a while, I think it kind of adds a new excitement around the launch of this game.”
A URL at the end of the promotional TV spot and online advertising on game sites like GameSpot, IGN, and the EA Madden site, have generated a lot of buzz about Maddenoliday, but none have been as effective as word-of-mouth. In addition to all of the viral promotion, fans have been putting the link in their blogs and generating a substantial amount of hits. Because of its popularity, the site will exist for several months after the final Maddvent unlocking on the 22nd. While Gatewood says that the Maddvent calendar will stay unchanged after that point, there is the possibility that other features on the site may be updated.
Unfortunately, jolly old Madden has not been known to comment on the celebratory site, but then again, those holiday icons rarely ever do. I’m pretty sure, though, there’s no question that this holiday’s hero exists.
Get in the spirit and have a Merry Maddenoliday at http://www.maddenoliday.com/app/content/shell.
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