EA Sports and Youth Marketing Company (YMC) needed a high-energy, interactive experience at the Super Bowl Experience Fan Zone that would immerse attendees in the world of Madden NFL 25 - while also promoting the latest release of the game.
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With thousands of NFL fans passing through the Super Bowl Fan Zone, the activation had to be fast, fun, and scalable to handle high demand.
To bring this vision to life, YMC worked with Snapbar to transform their digital Event Headshots experience into a personalized trading card generator.
The flexibility of the web-based experience combined with Snapbar’s ability to customize just about anything provided a perfect solution.
This fully branded, digital-first activation successfully merged the excitement of live events with personalized digital content, making every fan feel like a real Madden player while driving deeper engagement with the game.
Over 600 custom trading cards were generated and delivered in just four days, with a peak of 300 participants in a single day.
Fans eagerly shared their customized Madden MUT cards, organically tagging EA Sports and NFL accounts, amplifying the brand’s exposure and event footprint.
The combination of high foot traffic, real-time participation, and organic social sharing created a memorable, buzz-worthy activation that successfully merged live experiences with digital engagement.
The activation was more than just a fun photo op—it strategically connected attendees to the Madden NFL 25 Mobile game via a built-in QR code, driving continued engagement beyond the event.
By allowing participants to choose their own OVR rating, the activation added an interactive, competitive element, making each card unique and highly shareable.
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