Active 2
Active Launch Case Study
EA Sports: Active
We worked with Electronic Arts to launch a game that wasn't really a game at all. Exclusively built for the Nintendo Wii, EA Sports Active was a complete digital+physical training system designed to rival gym workouts. With both Active and Active 2 campaigns, we built a program that encouraged trial, participation and engagement. Active was originally targeted at a female audience but for Active 2 we broadened the audience with a little help from David Beckham.