Marketing Uncategorized

EA finds an interesting way to incorporate Landon Donovan

Landon Donovan looks to help the USMNT win a World Cup . . . in EA's 2014 FIFA World Cup Brazil.

(David Richard-USA TODAY Sports)
(David Richard-USA TODAY Sports)

We’ve already commented on the conundrum faced by certain brands that aligned with Landon Donovan prior to him not making the 23-man USMNT roster.  It looks like Electronic Arts found a creative way to use Donovan even though he is not in Brazil.

This is a great example of making the best out of what could have been a bad situation. Donovan is still one of the most marketable players in US soccer.  EA and Donovan are able to poke fun at him not being in Brazil, which creates a connection with the consumer. Landon is the normal fan, waking up in the morning and playing 2014 FIFA World Cup Brazil just like you and me.

This is a win-win for the brand and the personality. Donovan has already parlayed his name recognition into a TV job with ESPN. Now, he is continuing to be a brand ambassador for EA through creative commercials. EA has turned what could have been a tough situation into a fun piece of advertisement.

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