EA SPORTS strategically partnered with The Cosmopolitan Hotel of Las Vegas, which is located in the heart of the Vegas strip. This prime location gave the EA SPORTS brand high visibility and enormous buzz through walking traffic. The Cosmopolitan attracts interactive, young, affluent audiences, and gave EA SPORTS the perfect opportunity to reach its target. This brand extension and physical presence allowed EA SPORTS to create a new interactive touch point with consumers. We achieved our goal by providing a space for our audience to play and purchase EA SPORTS’ newest games and incorporate our brand into their lifestyle outside of their living room.

The bar generated a flurry of publicity, both in print and online, as it was the first bar opening of its kind. The EA SPORTS Bar delivered on its goal of generating awareness for the brand outside of its traditional retail channels. Its outward-facing location directly on the Las Vegas strip made it an overwhelming success, generating over 65,000 impressions on a daily basis.