EA Sports and Heat SF promote Madden by spotlighting the rivalry between Madden fans -- even if they're brothers or friends. Spots feature Madden game players that are feeling some anger at their fellow players -- and then the sweet taste of glee when they beat them at their own game.

There's also an accompanying Facebook app called "Smack Shack," which lets you send videos of NFL players -- including DeSean Jackson -- talking smack to your friends and check in with your rival's mom.