Case Study: Electronics Arts Ltd boosts Apex Legends awareness with Biborg's influencer marketing campaign

Electronics Arts Ltd reaches 4 million content views with Biborg

The customer, Electronics Arts Ltd, faced the challenge of promoting new, more accessible features for Apex Legends Season 22 to a mainstream audience beyond its core players. The vendor, Biborg, was tasked with creating a brand awareness campaign to drive consideration, specifically focusing on the new automatic respawn feature.

Biborg's solution leveraged data insights to find an overlap between the target audience and UK football fans. They produced authentic video content featuring Premier League footballers Jordan Pickford and Tyrone Mings, interviewed by Jeremy Lynch, to draw a parallel between getting a second shot in football and the game's new respawn mechanic. Biborg seeded this content organically and via paid social, achieving over 4 million content views globally across YouTube, Instagram, and TikTok.

Electronics Arts Ltd