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LOS ANGELES Independent Wieden + Kennedy in Portland, Ore., backs today’s release of Electronic Arts’ Madden NFL 07 with a flurry of more than a half-dozen TV and online executions. (A 30-second teaser spot, “Maddenoliday,” is already on air.)
Event marketing is also in the mix, with all 74 residents of Madden, Miss., today receiving Xbox 360 gaming consoles and copies of the game.
“The ‘Maddenoliday’ spot refers to the grass-roots movement of game fanatics to get the launch day as a national holiday,” said agency creative director Mike McCommon.
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