EA sports gives a glimpse of how to stop conversations
I’ve been thinking about this overnight, and have come to an entirely new opinion. Someone at my agency wondered if this was part of the plan all along. As in, the Agency for EA sports Wieden + Kennedy, Portland planned this by first submitting the Levinator25 video. It was something that I never considered, but easily verified. Levinator25 seems to be a real person who attends Penn State. He added the video 11 months ago. Meaning EA sports had a long time to ‘respond’. It also kind of blows my whole theory that this stops the conversation. I think it restarts it.
Yesterday the Levinator25 video had less than 100,000 views. It’s now at 125,000 and growing. It will be blogged about, and talked about it because it’s interesting. We might even get another response from Levinator25. There’s a good conversation going on around this spot. Creating a spot that gets talked about can be a valid marketing goal. This spot is that kind of execution. Nice job.
I read about this on the Social Path. David Griner thinks this is an excellent example of a brand paying attention. I think it’s that and more.
Then, watch the brilliant response by the brand, only on YouTube.
To me, this is more than a great idea of an agency listening. The people in the post are launching about a thing in the Tiger Woods game. So before people mock EA sports, they create an ad that combats it.
Their response feels like it’s part of the conversation, but it’s not. It makes the brand look good, it makes the Jesus Shot look like it should be there, and there’s no response to this so it’s the end of the conversation.
And that’s the thing about conversational/ web 2.0 media: Sometimes it’s important to stop the conversation. This is exhibit A on how it can be done.