To celebrate the global launch of Battlefield 6, EA Australia set out to go beyond traditional gaming audiences and tap into culture in a disruptive, unexpected way.
Partnering with BRING – Universal Music For Brands, EA enlisted a squad of music artists to spark a surprise social takeover, dropping Battlefield straight into fans’ feeds when they least expected it.
The creative challenge was simple: What happens when Battlefield suddenly takes over your social feeds?
Nine artists known for their personality, style, and love of first-person shooters were invited to create what appeared to be “normal” content, until everything suddenly flipped. Ordinary, everyday moments escalated into full-blown Battlefield mode: battle music surges, improvised gear appears, and chaos erupts as the creators barrelled into the game’s world of explosive destruction and squad based mayhem.
The result was a social-first campaign designed to surprise, entertain, and pull audiences directly into the spirit of Battlefield with no explanation needed.
The hit squad spanned emerging and established talent across genres, ensuring Battlefield’s message reached a wide (and heavily male-skewed) music-loving audience, no matter what they listened to.
Featured talent included Briggs, Seth Sentry, REDD., Oliver Cronin, South Summit, Cosmo’s Midnight, Pacific Avenue, and more.
“Core Battlefield fans will always show up on day one. The real opportunity sits with the wider audience, the people with consoles at home who haven’t made their decision yet. This campaign was designed to interrupt the scroll and spark curiosity in a way that feels fun and culturally relevant. By using UMG’s proprietary music media network, we were able to precisely target music-driven audiences and ensure the content reached the right people, in the right places, delivering a true end-to-end solution from idea to execution,” said general manager, creative at BRING, James Griffiths.
“From the outset, we knew Battlefield 6 needed to reach beyond the core gaming community and connect with culture,” said EA Games Australia.
“By partnering with artists who genuinely resonate with local audiences, BRING brought the idea to life in a way that feels authentic to Battlefield. The response so far has been outstanding, with fans embracing the launch in a big way. Beyond this artists-as-influencers campaign for EA Games, BRING Agency have built a robust talent first approach for brands looking to activate a music fanbase through artists”.
BRING has recently been awarded globally for its work with Coca-Cola, launching its Coke Studio platform in AU/NZ.
Their recent campaign for Coke Studio worked closely with emerging talent on the Universal Music roster to create a number of cover songs for their hero track release ‘Around U’, amplified through Universal Music Label Media. They have also recently collaborated with Netflix, DiDi and Wild Turkey.
BRING: Universal Music For Brands is a creative music agency and part of the world’s leading music based entertainment company, Universal Music Group. BRING offers brands unique ways to connect to fans through Universal Music’s world-class talent, tools & capabilities. They help shape brands voices in Culture, turning fan love into brand love. Harnessing unparalleled music data, they work strategically with some of Australia’s biggest brands, including American Express, Coca-Cola, Didi & more.
Leveraging the power of music and culture to accelerate business, UMG For Brands offers a unique global approach to making brands culturally relevant and brand marketing, with teams in 74 countries.
Whether a brand is looking to shift perception, reach a new generation, boost sales or build loyalty; UMG For Brands helps define a brand’s authentic voice in culture. Recent CLIO and Cannes Lions wins are a testament of the true synergy that can be achieved between culturally relevant artists and brands.
