To promote FIFA Ultimate Team on Xbox and Playstation we came up with a fully integrated, digital led campaign the star of which was a half time game that supporters could play at real football match in real time in stadiums.
Fans logged into the game by going to the tiny URL on the big screen. From then on, using WebSockets every supporters phone became their own personal controller.
Supporters picked which direction they would like to send their shot, the earlier they chose during the 30 sec countdown, the more potential points they could win.
After 5 rounds (a typical penalty shootout in FIFA) the game automatically works out the winners based on all the scores and notified the winners of their prizes.
The campaign was backed up by a social campaign, where users could send automated brag messages to their friends on Facebook every time they beat them in a game of FIFA. This helped to encourage continuous play long after the initial release of the game.