Pre-launch:Banners and emails directed people to FIFA09’s website where four films introduced real local club fans, predicting the result of two, upcoming 10 vs. 10 matches.Launch:• Two, four-minute matches were filmed;• One match was ManU featuring Rooney and nine gamers, taking on Real Madrid’s Higuain and nine gamers in Madrid;• The second match was Olympique Lyonnais vs. Schalke04, featuring Benzema and nine Lyon fans, against Kuranyi and nine German fans;• The UK premiered the four-minute ManU/Madrid match in the half-time break of a ManU/Chelsea match. :30 and :20 second versions of the matches ran on TV in all the other key FIFA 09 markets;• The matches were also put on the site, allowing people to watch them, flip between locations, and watch replays;• Print and outdoor ads followed, showcasing the energy and excitement of the pro/fan teams at these FIFA09 match events.

The campaign was a huge success, both among consumers, and internally within EA. EA Sport label president called it “our most innovative, global launch to date.”The following stats show how successful the game was in terms of sales (gaining a mainstream football audience and maintaining hardcore fans), and even that it convinced PES fans to re-evaluate FIFA.• 1.2 million units sold in Europe in the first week;• First week sales up 37% from 2007;• Debuted at #1 on the charts;• 90% Metacritic rating;• Best first week in FIFA franchise history;• Fastest selling FIFA game in history;• 4.7 million games sold since October;• 62% market share vs. PES, across Europe;• Top selling sports game in Europe in 2008;• More PES fans liked the FIFA 09 campaign than liked the PES 09 campaign (according to independent research).