All the emphasis on real-time marketing has made brand newsrooms the latest marketing trend. But realistically, true newsrooms aren’t necessary or feasible for all brands. That’s why EA Sports, rather than having an actual newsroom, has a newsroom mentality.
The global gaming brand focused on building a newsroom mentality over the past six months, according to David Tinson, vp of communications at EA Sports. This has meant hiring people with editorial backgrounds — Tinson himself went to journalism school — for positions like content and conversation specialists, earned media specialists, editors and analysts. Weekly, if not more frequent, content meetings are a regular part of EA Sports’ newsroom model.
“Meaningful interactions start with thinking like a newsroom, building out best practices, having strategy by channel, having a syndication system the drives content across the whole network, style guides and so on — but it really means engaging the various content creators and applying the same level discipline and thought process across the company,” said Tinson.
This newsroom mentality is particularly important for a brand like EA Sports whose content revolves around real-life sports events. Other gaming brands don’t necessarily have the advantage of being tied to any real-world activities and news, but because EA Sports games are based on actual sports teams and games, this gives the brand a lot of opportunities to have a constant voice in terms of sports. The gaming brand not only creates content regarding its own games, but, more importantly, its strategy is to get involved in the conversation around actual sports games and sport seasons as they are happening.
“We think of social as a place to start the conversation, we ultimately want to have conversations about our product, but the real-world content drives the results,” said Tinson.
In its editorial meetings all if the brand’s content creators come together to plan out what sports games and events are going on when and to have a game plan for possible moments to enter the online conversation by sharing content and coming up with ideas of what kind of content to create and share. Something that works well for EA Sports is cool action sports photography shots, thanks to partnerships with brands like the NFL and FIFA. Creating meme-like images from games like this ice hockey macro is something the brand does often. Another way that EA Sports ties itself to the real world of sports is through videos like this animated infographic one that shows how Madden NFL gameplay linked to the first week of the NFL season, and this Super Bowl prediction video. By creating all these kinds of content throughout the year, EA Sports can still have an online voice and start conversation with consumers even if it’s not directly around the time of a new game release.
“Real time is always a work in progress, but it’s truly about embracing the newsroom mentality,” said Tinson. “That means it’s not a 9 to 5 — that’s not when sporting events happen. So it’s changing the staffing model and culture to be able to monitor and respond at the right time.”
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Digiday+ Research: Agencies see different paths for online, offline ad spend this year
Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.
The open programmatic market is in a tough spot
There’s a ballooning number of publisher-initiated programmatic auctions being pushed through a shrinking ad tech pipe.