In September 2023, Fifa rebrands as EA Sports FC and debuts reworked geometric logo. The new branding features a distinctive geometric emblem – a dynamic triangle inspired by iconic design elements from the FIFA game legacy.
This symbolic shape, recurring throughout the series' 30-year history, has been reimagined as a visual bridge between heritage and innovation, embodying the brand's commitment to honoring its legacy while pioneering future gaming experiences. To amplify brand communication impact, EA Sports FC aims to execute an attention-grabbing social media marketing campaign designed to engage fans through highly interactive experiences that deeply immerse them in the game's defining features.
Project Implementation
Byten21 collaborated with the Uncommon Creative Studio to develop an official AR effect for Instagram, centered around the new EA Sports FC logo. This AR effect was designed to be sleek yet impactful, featuring a highly recognizable marker that mimics the in-game player indicator. This unique interaction allowed users to engage with the effect in a way that closely mirrored the gaming experience, creating a seamless bridge between the virtual and real worlds.
To ensure a smooth and realistic AR experience, the team carried out extensive technical refinements, optimizing both performance and visual effects. Through meticulous adjustments to rendering parameters, lighting effects, and tracking precision, they successfully delivered a seamless and stable interactive filter across various devices.
Project Result
The AR effect achieved remarkable success on social media, captivating the gaming community and encouraging widespread participation. Fans eagerly engaged with the experience, using the official campaign hashtag to share their interactions, leading to a viral effect. Through this innovative AR activation, EA Sports FC not only amplified awareness of its new brand identity but also deepened player engagement, further solidifying its presence in the gaming industry.
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The campaign featured two distinct AR filters: one that mimicked the in-game player indicator, and another that presented the new geometric logo.
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This AR filter campaign's success on social media, driven by fans engagement and seamless AR experiences, not only elevated awareness of the new identity but also strengthened player loyalty.
