How Marketers Can Reach Young Guys Who Don’t Watch Much TV, According to EA
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It’s disconcerting for major marketers to cede control to consumers, especially hard-to-reach and quick-to-complain young men. But some companies don’t have a lot of choice — like gaming marketer EA, currently in the midst of a huge push for new release “Titanfall.”
“I’ve spent over a decade trying to get inside the heads of these guys,” said Carolyn Feinstein, senior VP-global consumer marketing, EA, during the second day of the Ad Age Digital Conference on Wednesday. “And I can tell you it can be very scary in there but I have learned a lot.”
In gaming in particular, everybody that plays adds to the experience. Games are owned by the people who play them. EA makes “Battlefield” and “The Sims,” but they are taken over by the people who have experiences and create communities inside them, Ms. Feinstein said.
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