Since the 1980’s, the Madden NFL video game series has been favored by video game players and football fans alike. Released just over one week ago in the US, the game’s advertisement is already a big hit.
With the new NFL season almost upon us, we asked a few of our amazing participants what they think about the new commercial for the popular video game franchise. With over 3,000 YouTube upvotes, we had a good feeling that our participants would like it. The spot was created by the San Francisco-based Heat.
Check out the study here and watch the videos, hear the feedback and see the survey data for yourself!
While Madden is a timeless game and enjoyed by many, we focused our demographic on a younger age group for this study. Participants ranged from age 23 to 31.
Here’s the full breakdown:
Job: Any job
Gender: Any gender
Income: Any income
Job: Marketing Manager
Benny seems to fit the mold of what you would imagine an average Madden player would be like. He is clearly familiar with the series of games and follows sports to some degree (he mentions 49er’s QB Colin Kaepernick by name). Based on the laughter and positive emotions he experiences – the advertisement definitely appeals to Benny as he watches.
Benny describes his feelings towards the commercial: “It’s a funny ad, usually it’s kind of focused on one person, but I think it talks to the fact that Madden has been around forever. People who started off playing it now have kids that are playing it, it’s cross-generational.”
It is clear through Benny’s feedback that the commercial successfully hypes up the series’ legacy and elicits a positive response.
Job: Graduate Student, Teaching Assistant, Graduate Research Assistant
Jose’s overall impression of the advertisement is very positive.
“I think the ad is really funny. I really like the fact that it does a 25 year overview, not from the perspective of the game, but from the perspective of the people that actually play the game. I think that is really innovative. It shows that there is a human connection with the game itself”.
Jose highlights some key pros of the advertisement. The biggest one? The commercial seems to successfully create a nostalgic feeling amongst players.
“I feel like this ad is trying to do one of two things: It’s trying to capture the attention of the people who played Madden back in the 1980’s and 1990’s so that you can recapture that memory, recapture that spirit of playing Madden.”
For those who may not be as familiar with the Madden franchise, the historical aspect is an important highlight:
“Also, this commercial tells new players that this is a game with a legacy. After seeing the advertisement I actually do want to get the video game. This made me really want to get back to it.”
Fans who may have gravitated away from the Madden series in recent times may feel compelled to buy the game this year and give it another shot.
“It’s a funny ad. If I was sitting in my living room I would think it’s really funny. It’s really light-hearted, and it really shows how much time and effort they put into Madden games. I think they are really focusing on players who have a lot of ability, who are at the top of the game, and throw a comic edge in there. I feel they are not only a serious company, but they are funny too. It makes them look good.”
We find out from Aisha’s response that the commercial successfully grabs the attention of non-Madden players. The most amazing thing though is that the commercial makes Aisha want to purchase the game.
“I would actually be interested in buying it even though I don’t play sports and video games, but I would be interested in this because it looks funny, it looks interesting. I would actually buy this based on the ad.”
- The Madden series seems to elicit positive responses from all of our participants across the board.
- All participants felt the desire to buy the product after watching the advertisement.
- All participants felt a certain amount of respect or nostalgia towards the series.
- Overall advertisement rating: 6 out of 7 (high).
What do you think?
The Madden NFL series seems to have achieved victory with their new commercial to advertise the 25th installment of their game. There are few bad words to be said amongst our participants, and everyone looks ready to get in the game.
Now, we want to hear it from you. Do you like the commercial? Does it make you want to purchase this year’s version of the game? Let us know what you think in the comments.