2016 SEASON OVERVIEW
Under the guidance of first-year Head Coach Adam Gase, the 2016 season saw the Dolphins finish with a 10-6 record and earn a berth in the playoffs for the first time since 2008. After starting the 2016 season with a 1-4 record, the Dolphins utilized a six-game winning streak to help put themselves in playoff position. With a new canopy and a modernized stadium, the Dolphins wasted no time establishing a home-field advantage at Hard Rock Stadium.
2016 PARTNERSHIP OVERVIEW
The Miami Dolphins and EA Sports partnered to generate awareness around the launch of the EA Sports Madden17 video game through multiple digital platforms: two (2) thirty-second (:30) L-Wrap banner ads across our StadiumVision network of televisions during home games, three (3) banner ads across Dolphins.com, and thirty four (34) social posts on Facebook and Twitter, including twenty (24) more social posts than contracted!
In addition, EA Sports Madden17 was the entitlement sponsor of the Pros vs. G.I. Joes Challenge, held in the Hyundai Club at Hard Rock Stadium. EA Sports Madden17 was integrated throughout the event and part of six (6) social posts across Facebook and Twitter.
Overall, EA Sports's 2016 sponsorship with the Miami Dolphins generated 6,523,873 impressions and 731,179 engagements!
STADIUMVISION L-WRAP BANNER ADS
During every Miami Dolphins home game at Hard Rock Stadium, the EA Sports L-Wrap Banner Ads ran on more than 2,000 televisions across the stadium. It also ran during the 2016 Orange Bowl for an additional 345 seconds! The ads ran for a total of 5,400 seconds, 900% more than contracted, seen by 584,435 fans at Hard Rock Stadium for an added value of $305,758.
SOCIAL MEDIA POSTS
The Miami Dolphins kicked off the launch of the Madden17 video game by sending out one (1) Facebook and one (1) Twitter post on August 23rd, 2016. The posts captured the excitement of the Miami Dolphins players receiving their very own Madden17 game!
Starting in Week 7 of the 2016 regular season, the Miami Dolphins and EA Sports created the weekly matchup video, which previewed the most anticipated matchup of the game. Each week, including the Wild Card Playoff Round against the Pittsburgh Steelers, a video was posted on both Facebook and Twitter.
During the Bye week, the Miami Dolphins, for the first time Periscoped on Twitter a live Madden17 simulation game. All in all, the Miami Dolphins tweeted thirteen (13) times during the course of the sim game between the Miami Dolphins and the New York Giants.
Overall, the thirty four (34) social media posts generated 4,268,817 impressions and 496,264 engagements for an engagement rate of 11.6%!
EA SPORTS MADDEN17 PROS VS. G.I. JOES CHALLENGE
The Miami Dolphins and EA Sports hosted the Madden17 Pros vs. G.I. Joes Challenge at Hard Rock Stadium. Twenty-eight (28) service men and women from all five military branches were greeted by Dolphins mascot, TD and Cheerleaders as they entered the Hyundai Club for breakfast and to participate in a round-robin tournament.
Miami Dolphins players Matt Darr, Ja’Wuan James and Rashawn Scott, along with alumni Troy Drayton, Arturo Freeman, Lorenzo Hampton, Lousaka Polite and Twan Russell played against the group winners to determine the Pros vs. G.I. Joes Challenge Champion.
The Championship was played on the big screen in the Hyundai Club as staff and service members cheered on during the close battle between Petty Officer Sam Plummer of the US Coast Guard and Lieutenant Corporal Douglas Hicks of the US Marine Corps.
Petty Officer Sam Plummer of the US Coast Guard took home the victory in the final seconds of the game. As the Pros vs. G.I. Joes Challenge Champion, Petty Office Plummer received a new Xbox One gaming console, courtesy of Microsoft. As the runner up, Lieutenant Corporal Hicks received a Cam Wake autographed football. To thank these service members for defending our freedom, EA Sports also provided each participant with a Madden17 Xbox game.
SOCIAL MEDIA POSTS
The Miami Dolphins drove awareness around the EA Sports Madden17 Pros vs. G.I. Joes Challenge through three (3) social media posts across Facebook and Twitter.
In addition, the EA Sports Madden17 Pros vs. G.I. Joes Challenge was mentioned in a Dolphins Daily episode, which was promoted on two (2) Facebook posts and one (1) Twitter post.
Through social media, EA Sports received 1,206,749 impressions and 234,527 engagements, for an engagement rate of 19.4%!
