SAN FRANCISCO, CA -- (Marketwire) -- 05/14/09 -- With the launch of EA SPORTS Active(TM) for the Wii(TM) just around the corner (May 19 in North America), Electronic Arts is launching its first fitness product advertising campaign specifically targeted to women. Led by Draftfcb San Francisco, the "I'm Active" campaign debuted with a nationally televised commercial during the week of May 11.

"EA SPORTS Active is an exciting new category for us and expands our marketing well beyond traditional video game advertising," said Dana Marineau, Director of Advertising at Electronic Arts. "The product gives you the benefit of a personal trainer in the comfort of your own home without the costly price tag. It offers users a variety of features: motion and fitness tracking, customizable workouts and fun and effective exercises, which breaks the conventions of other home fitness products."

"I'm Active," which is an integrated campaign that includes digital, TV, print and event marketing, is designed to empower women to invest in themselves and reach their personal fitness goals. With EA SPORTS Active, they can fit a workout into their daily routine even with their other priorities -- whether that includes family or work or both.

"In developing this campaign, we found that despite a desire to get in shape, female Wii owners have a tendency to put themselves and their fitness goals at the bottom of their 'To Do' list," said Cricket Wardein, SVP, account director at Draftfcb San Francisco. "This campaign speaks to all women, reminding every one of us that fitness is an important aspect of overall well being."

Print executions will run in publications such as People, InStyle, Shape and Family Circle, while the interactivity of the digital banner ads will showcase the customization of the game. Digital ads featuring video workouts will be featured on YouTube, iVillage, CafeMom and Divine Caroline.

"Each line of the campaign is intended to speak to women on a practical and emotional level," said Wardein. "'I'm Active For Endurance' is not just about being able to run further, but also having more energy for an exhausting day; and 'High School Reunion' is about that confidence that comes from being fit. The lines are self-focused, and they are positive."

EA SPORTS Active is the first in a line of virtual fitness products intended to inspire and enable the training, performance and well-being of people of all ages and fitness levels.

Click here to see the work: http://www.draftfcb.com/viewingroom/EA_Sports/

About Draftfcb

Launched in 2006, Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on Ideas(TM). With more than 136 years of combined expertise, the company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, fully inclusive, creative and accountable marketing communications organization to operate against a single P&L. The Draftfcb network spans 97 countries, with more than 9,700 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). The agency's global corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman and worldwide chief creative officer; and Neil Miller, CFO. For more information, visit www.draftfcb.com.

EA and EA SPORTS Active are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. All rights reserved.

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