EAFC’s Interactive Haaland Screen Campaign
I discuss EA Sports’ imaginative interactive screen featuring Erling Haaland for the EAFC rebrand. The execution is quirky and technically impressive, even if the absence of a football makes the concept feel slightly random.
Key Takeaways
- EA Sports used an interactive screen to bring Erling Haaland into its EAFC rebrand campaign in a playful way.
- The technology stands out because Haaland appears to respond to people’s actions in real time.
- The creative idea is memorable and funny, although the lack of a football makes the message feel less clear.
Topics
- Digital Signage
- Marketing
- User Experience
- Innovation
Transcript
It's quite random, this. It's weird that there's no ball. Like, that feels like the one thing it kind of needs to still have. As a Manchester United fan, I don't normally like to watch videos of Erling Haaland, but this one really caught my eye. When EA Sports rebranded their popular game FIFA to EAFC, they used Erling Haaland on an interactive screen. As you can see in the video, he's actually responding to what people are doing, so it's really imaginatively shot. I think it's slightly weird that there's no football involved at all. You kind of don't really get a sense of why they're trying to do this, but the technology is very impressive, and it's quite funny as well. I like the Ronaldo siu, which he then says he won't do. So it's got some quirks in there. It clearly understands the medium and the person behind it and the teams involved. So, yeah, I think this is a sign of genius. Four out of five.