- Name of game: Fifa 14
- Release date: November 2013
- Institutions behind the game: EA Canada and Electronic Arts (EA)
- Find a FIFA 14 print advert and describe how it promotes the game.
This print advert promotes the game very well because it uses a well-known footballer (Lionel Messi) as the key central image, so this attracts many people to gain interest for the game.
- What key conventions of print adverts can you find on the FIFA ad?
The key conventions used in the print advert are: the product name, font, colour, slogan and central image.
The slogan: 'WE ARE FIFA 14' is essential as it involves the audience by implying that everyone who plays the game is equal and is potentially one the same level as footballers in some context.
The font of the slogan is the standard font used for Fifa 14 in all the print advertisements; this is crucial as the audience can identify the game easily by looking as the font.
- Find three reviews for FIFA 14 that were originally published in video game magazines.
- Why are magazine reviews effective in promoting the game to FIFA 14's target audience?
Magazine reviews are effective as many people who play games (like Fifa) tend to read video game magazines like: PlayStation and Xbox. Also they help contribute to whether or not it's worth other people buying the game.
Promotion schemes attract Fifa 14 fans.
By promoting the demo this creates buzz and prompts Fifa 14 fans to still maintain interest.
Creating disscussions on well-known football players helps maintain interest.
This gets Fifa 14 fans excited as they have a chance to attend E3.
This tweet creates buzz from discussions based on opinions of teams and football players.
- In your opinion, is print or e-media more effective in reaching the FIFA 14 target audience?
I think e-media is more effective because many people use social networking sites (like Twitter and Facebook) more and can associate with it better. For Facebook, pages are set up to keep people updated and for Twitter, #hashtags are a method to help people identify new trends.
Broadcast
- Watch the FIFA 14 TV advert on YouTube. How the does the advert attract an audience?
The advert attracts the audience as it has celebrities (e.g. Drake), football players (e.g. Messi) and a variety of average people from a range of different ethnicities. The advert uses a variety of different types of people, so this makes it easier to be an international advert.
- Why is Lionel Messi driving the van?
Lionel Messi is driving a van and TV screens are attached to it with Fifa 14 being played. This is an effective method to show the audience that Messi can be normal and casual.
- How does the TV advert feature the FIFA 14 brand? Font? Slogan? Main star?
The TV advert features the Fifa 14 brand in many ways; the players in the advert are used in the game itself. The font used at the end is the standard writing that Fifa uses overall, so people can identify the game easily.The main star (Lionel Messi) is a well-established football player and by using him in the advert makes people even more attracted to the game.
- Why is there a combination of famous footballers, celebrities and regular people in the advert?
There is a combination of different people to show that the game is targeted at a wide variety of race and ethnicities. The game is also being promoted towards other countries to show that football doesn't have to necessarily be associated with Britain and Europe. By using an American celebrity, like Drake, is essential as it reinforces how Fifa 14 is being targeted worldwide.
- Watch the FIFA 14 trailer on YouTube. How does it differ from the TV advert?
The trailer on YouTube uses the same graphics for the PS3 game itself , whereas the TV advert uses real-life background with actors and football players.
- Why is the trailer effective in promoting the game?
It creates a buzz as it hints at the new elements and updates involved in the game.
E-Media
- Visit the FIFA 14 website. How does it attract and maintain the interest of a FIFA 14 fan?
The layout of the website is effective; when you first click on the website the central image is of a well-known footballer. In addition, the font is essential as it's Fifa's (the brand itself) own traditional font- so this maintains the interest of a Fifa 14 fan.
- How many 'likes' has the FIFA 14 Facebook wall had? -21,328,447 likes
- Choose five of the posts on the Facebook page's wall, screen grab them and explain how they appeal to the FIFA 14 target audience.
By promoting the demo this creates buzz and prompts Fifa 14 fans to still maintain interest.
Creating disscussions on well-known football players helps maintain interest.
Fifa fans are notified about updates on Fifa 14 from the Facebook page.
By posting videos on Facebook helps maintain interest for Fifa 14 fans because they are influenced by famous football players and their techniques.
- What is the FIFA 14 Twitter hashtag?
The main hashtags are: #FIFA14 #UltimateTeam
- What is the FIFA 14 Twitter account currently tweeting about? Find three recent tweets and explain why they would appeal to the FIFA 14 target audience.
This tweet creates buzz from discussions based on opinions of teams and football players.
This tweet creates buzz from discussions based on opinions of teams and football players.
- Can you find any examples of user-generated content on YouTube? This means YouTube videos of FIFA 14 game play that players have created and uploaded themselves.
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