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Madden 25 Finds Success In “The Bet” Campaign


With the recent release of Madden 25, EA sports was looking to better their marketing efforts.  By utilizing Colin Kaepernick, Russell Wilson and the rivalry between their respective teams, the company has come up with some marketing gold.

Wilson wins the “eyebrow shaving bet” in Madden 25 ad

Everyone with a vested interest in football knows the new rivalry to watch is between the Seattle Seahawks and San Francisco 49ers.  EA Sports’ marketing department has taken advantage of this in their new ads featuring two of the best new quarterbacks in the league:  Russell Wilson and Colin Kaepernick.

With the recent release of Madden 25, EA Sports released an ad showing the two QBs facing each other in the video game. A bet was made between the two: Whichever team won their recent Sunday night matchup, the opposing quarterback would shave his eyebrow.

The advertisement really focuses in on the competitive side of the Madden series.  It also manages to add a humorous side to it and keep fans coming back to see the result of the bet.  EA added this line at the end of the short ad:  “See who loses an eyebrow after Sunday’s game.”  Take a look at the initial video advertisement:

The two quarterbacks played on Sunday night in Seattle.  The Seahawks won 29-3.  In light of the situation, EA Sports released the second ad, which shows Colin Kaepernick shaving off his eyebrow as promised.  Take another look:

The Madden 25 marketing campaign is very well done.  As previously mentioned, the ads include humor intrigue, and the competitive nature of the game.  At the same time, EA Sports manages to give the videos some magnetism.  They were set up to keep fans invested and keep them coming back to see the outcome of the bet, all while promoting Madden 25.

While the eyebrow shaving in the video is said to be fake, the videos have served their purpose.  According to an EA press release, the title was Amazon’s greatest sports game pre-order in history.  Not only that, but the game sold over one million copies in its first week.  John Love – Director of Video Games for Amazon – explains:

“Our customers have responded and we have certainly seen a significant growth in Madden NFL sales this year versus last year.”

What are some of your favorite sports commercials? Sportsbook recently wrote an article discussing the 12 greatest sports commercials of all time. Check those out to get your thoughts started and comment with your opinion below!

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