EA SPORTS | THE CHEAT CODE
+ CONCEPT
+ TAGLINE
+ EDITORIAL
+ E-COMMERCE
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+ web
CONTEXT / OBJECTIVE
To celebrate Travis Hunter’s breakout season and historic cover feature for EA SPORTS College Football 25, we launched an agile, multi-platform campaign built for the cultural moment. Highlights included a 99 OVR player rating update and 1,212 limited-edition shirts — an homage to #12’s generational talent and Heisman win.
OUTCOMES
IN-GAME
+ Campaign launch coincided with the highest amount of daily average users of EA SPORTS College Football 25 since September (1.4 million)
MERCH
+ Sold out of 1,212 t-shirts within 7-day window
social
+ 1.9 million accounts reached (+1569% increase compared to average post)
+ 58% of viewership from Gen Z (+11% increase compared to average campaign)
+ 2.7 million views across Instagram and X (+1616% increase compared to average post)
+ Delivered 3.36M modules, achieving a 37.9% open rate (7.9% higher than average)
