FIFA 13 Invites Players To Join The Club

As the place where football gamers connect to their friends and the sport they love, EA SPORTS FIFA 13 is the heartbeat of football sociability. FIFA 13 is the world’s most exciting football club, and the world’s most exciting football club deserves a clubhouse to match…

 

The new integrated campaign ‘JOIN THE CLU13’ takes fans on a winding, multi-faceted journey through the world of the FIFA 13 club – an incredible place where the game and the real world blend together like never before, where average Joes mingle with the pros, and all football and gaming fantasies come to life.

 

New features such as EA SPORTS Football Club Matchday, the FIFA Seasons online mode and the expanded EA SPORTS Football Club live service elevate the game’s role as football’s social network and fuel deeper connections for millions of fans.

 

The campaign comprises a dynamic mix of media meant to inject the social energy that makes FIFA 13 a must-have gaming experience. Spanning channels and phases, it includes a teaser film, a 90-second film with 30-second and 20-second cutdowns, pre-launch and launch print executions, as well as interactive content that allows football fans to discover additional material about the game and its features.  
 

 

Watch the interactive video here.

 

Created by ad agency Wieden+Kennedy Amsterdam, the 90-second film welcomes new gamers into the FIFA 13 club, a world that crackles with excitement and social energy. The spot follows a new FIFA player as he ventures inside the club for the first time and takes a break-neck journey through a labyrinthine clubhouse with a surprise around every corner – Joe Hart plays kit boy, dishing out shirts to the new boys; Alex Oxlade-Chamberlain finds himself sold to the highest bidder in a FIFA Ultimate Team auction; and Lionel Messi joins our new players for the ultimate living room showdown. This is where footballing fantasies come true and pros leave their pedestals to hang out with regular guys. Set to the Norman Cook (aka Fatboy Slim) remix of ‘Can you feel it’ by Freak Power, the film represents the scale and diversity of the game. 

 

AKQA brings 'Join the CLU13' to life online with a Football Fanzine-inspired interactive experience showcasing game features from the perspective of world class FIFA 13 athletes, as well as characters featured in the 90-second film. Meet Leo Messi, Joe Hart, Alex Oxlade-Chamberlain, Karim Benzema and Tim Cahill as they introduce fans to Attacking Intelligence, FIFA 13 First Touch Control, Complete Dribbling and more. Designed to perform equally well on tablets or a desktop, the experience features interactive video, exclusive game capture footage, tips and tricks plus real-time social media feeds from pro players. 

 

The 90-second film premiered online on August 30th to coincide with the climax of football’s transfer window, and will air on TV across the world from September 1st.