Wieden: "Madden '09" users just want to have fun

09/3/2008 | Adweek

Wieden + Kennedy has built a campaign for "Madden NFL '09" focusing on users' intense devotion to the Electronic Arts title. This new approach, marking a move away from the previous emphasis on the competitive aspect of the "Madden" line of games, was driven by research showing that consumers mostly want to have fun with the series, according to this article.

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