As part of EA Sports rollout of Madden '19 we created a spot to highlight one the game's most loved features: The celebration dances. And who better to learn a thing or two about celebration dances than JuJu Smith-Schuster?
JuJu, with the help of influencers Dytto, Roy Purdy and the Dobre Twins, ran rookies through a celebration dance training camp, ensuring players had the right moves for the field and on Madden '19. NFL heavy hitters Baker Mayfield, Saquon Barkley, Bradley Chubb, Lamar Jackson, Josh Allen and Calvin Ridley, among others grace the screen with some killer, at times hilarious, moves. Guest appearances from artists Ayo & Teo, whose track sets the energy and lends a slight retro feel.
Though the spot was intended to be a secondary piece to Madden's larger commercial featuring a stacked celebrity squad - including Nicki Minaj, Joel Embiid, Quavo and DeAndre Hopkins - the Madden Celebrations video organically outperformed the big budget ad, surpassing 2.5M views on NFL Channels (NFL & Checkdown) on Instagram alone. It was the highest performing post ever for the Checkdown and Madden’s Twitter channel garnered 10.5% engagement rate compared to the avgerage is 2.4%. Social influencers sharing the asset surpassed 2M views on their channels. Overall the piece far outperformed expectations and past Madden spots, garnering genuine enthusiasm for the game release.