Inkling was appointed as EA Games’ experiential agency of record in 2015, with a remit to engage gamers the length and breadth of the country. The first titles we worked on were two of the most exciting and anticipated releases of the year – marquee football sim FIFA 16 and the reboot of Star Wars: Battlefront.
There aren’t many communities more knowledgeable and, in turn, better able to sniff out insecure marketing efforts than gamers. However when that’s magnified still further by the passion of both football and Star Wars fans, we knew we had to do something absolutely on the money.
For FIFA 16, that was The Dugout. A touring experiential zone that we took to strategically selected fixtures; the Dugout let fans play the game, pick up tricks and tips from FIFA ambassadors and, crucially, drove trial and purchase of FUT add-on content packs.
Meanwhile, for a key Star Wars: Battlefront DLC pack we transformed a studio in Wimbledon into the war-torn deserts of Jakku. Hosted by Rufus Hound and Julie Hardy and livestreamed via Twitch, the event saw 40 of the UK's best Battlefield players (including Radio X DJ Chris Moyles) vying for global domination.
- Star Wars: Battlefront – Battle of Jakku event reached 250,000 people live on Twitch
- 47 football clubs visited by The Dugout, with an OTS of 934,676
- FIFA 16 became UK & Ireland’s biggest entertainment property in 2015 by revenue