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San Francisco agency Heat and client EA Sports took the top integrated campaign prize last year for video game Madden NFL 25, and the pair continued the winning game plan in 2015 with a new effort for Madden NFL 15.
The campaign played up the innate sense of rivalry in gamers and football fans in an over-the-top music video that showed Kevin Hart and Dave Franco engage in an increasingly ridiculous game of one-upmanship. Then came the "Madden Giferator," an innovative digital play that combined live National Football League data with Madden NFL 15 game footage to create a personalized live stream of GIFs based on game players' favorite teams. Players even got to sic insulting NFL-themed GIFs on their opponents. The campaign stats were telling: The video earned about 36 million views on Facebook and YouTube combined, while Madden NFL 15 landed on various top 10 lists for best-selling video game of 2014. Sales went up 14%, despite a category decline of 13%. Heat also took home eight Cannes Lions for the campaign.