(Video courtesy YouTube/EASports)
I took a first year Marketing when I was working on my PR degree and one of the first tactics the professor taught us was the trend of using the campaigns of competitors to flip the script and make your own product look better.
Like the Pepsi commercial that depicted a Coke and a Pepsi delivery driver sharing a can of their respective company’s soft drink with one another. When the Pepsi driver tries to get his drink back, the Coke driver refuses and a fight, and 90′s hilarity ensues.
Another oft used technique in comparative advertising that is commonplace during election time, is for politician’s campaign commercials to focus on refuting the claims of their opponents with counterpoints.
We’ve all seen the, "[insert name of politician] says that lowering the cost of healthcare isn’t a priority of his. That’s because his wife is a doctor. Shame on you [insert name of politician here]. Paid for for the campaign of [insert name of opposing politician here].
EA Sports is following in the footsteps of its political hopeful counterparts in its latest ad spot refuting the executive VP of THQ’s claims that no MMA fan is going to buy the new EA Sports MMA game when it comes out.
Here’s what Don Gold had to say in an interview with Game Spot when asked about his competitor’s upcoming foray into MMA gaming:
"EA, which is a very well known company and who makes big sports games, they couldn’t get our license. They were not fans of the UFC, they were not fans of mixed-martial arts–and they decided to change their business plan and became a "me-too" company and create a "me too" fighter. They couldn’t get what they really wanted, so they tried to create a game that would compete with us," Gold said. "We have a lot of respect for them, but there’s nothing in that game that would entice me or anyone I know that’s an MMA fan to buy it. If you want stars, the best organization, the best graphics, you’re going to stick with what you bought last year because this year’s game is even better. And the fact that we didn’t cheat or cut corners in 2010, I think our fans are going to be very happy."
I’m guessing that by "me or anyone I know that’s an MMA fan," Gold is referring to TUF Noobs who only follow and watch UFC.
The video above is EA Sport’s tongue-in-cheek reply to Gold, who they incorrectly identified in the ad as the executive VP of UFC, but still effectively make their point.
Personally, I’m excited by the prospect of "fighting" with non-Zuffa fighters under PRIDE rules in the game. Having the option to draw from the rosters of DREAM, Strikeforce, etc. is awesome as is being able to pit guys like Fedor against Overeem or Randy Couture since none of them will likely ever fight in real life. From what I’ve seen, the ambitious online play, customizable rules, fighting surface and venue options are going to be a major selling point of the game and I’m looking forward to playing it.
Stay tuned in the coming weeks for an exciting announcement regarding a CagePotato-EA Sports MMA promotional partnership that will include some really cool contests and giveaways.