BrandArena: Ferdinand team up with EA Sports for UFC launch

Tuesday, 24 June 2014

Ferdinand team up with EA Sports for UFC launch

Rio Ferdinand has joined EA Sports UFC to launch the first ‘true generation’ sports title on the PlayStation 4 and Xbox One, with the former Manchester United defender uniting with UFC fighter, Brad Pickett, to film an exclusive training camp to drive awareness of the title.
Rio Ferdinard (image source: EA Sports)

Ferdinand, who ended a 12 year stay at Manchester United this summer, launched the content to his combined social media reach of over 10 million consumers over the weekend. 

The content, which uses WIREWAX, enables the viewer to engage with interactive titles that appear throughout the content, once the tag is clicked, viewers get an in-depth tutorial on how Rio was taught the UFC move and exclusive in-game content.

‘When we first developed the creative for EA Sports UFC to deliver Brad showing Rio what it meant to feel the fight, we knew we had a compelling story to tell. WIREWAX enabled us to create a truly interactive experience for our highly engaged audience, providing an unique consumer journey as you switch between training camp, exclusive game play and action,’ said Gareth Arculus, communications manager, EA Sports.

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