The Goal 

EA aimed to highlight their newest video game, a tribute to the NFL legend John Madden, by distributing it along with promotional merchandise and the game itself. This approach was designed to engage their audience and convey a sense of appreciation, offering merchandise that ties in with the game; by implementing this strategy creates an immersive and unforgettable experience.

The Types of Merchandise

EA's luxury video box contained an array of premium merchandise, which was set against a backdrop of green astro turf to resemble an NFL field. This included a pair of custom-branded JBL headphones, two video games (though actual game copies weren't available for images), t-shirts and a mouse mat. All showcasing EA's distinct branding.

How the Merchandise Is Presented

The elegantly designed shelf fulfills two roles: it acts as a sincere expression to John and hides the Promotional Merchandise items below. The thoughtful design adds a touch of sophistication and luxury, complemented by a stylish ribbon that holds the box open. For a cohesive visual appeal, we've carefully added a thumbhole in one corner of the shelf for effortless lifting, before being presented with the thoughful merchandise.

The Outcome