FIFA 23 MLS Ratings Reignite Passion: How We Are Social Scored Global Goals

Game On! EA Sports FIFA 23 Ratings Reveal Lights Up Social Media

Each year, the release of FIFA ratings marks a significant event in the world of soccer video games. However, in 2023, it went beyond simply presenting player statistics by rekindling global enthusiasm for Major League Soccer (MLS). We Are Social's creative team deserves recognition for their campaign. It effectively increased awareness and generated lively discussions among North American soccer fans.

From "Shoot Your Shot" to Stadium Celebrations: A Player-Centric Approach

Instead of focusing solely on the numbers, We Are Social tapped into the unique energy of MLS players and their communities. The campaign, aptly titled "Shoot Your Shot," featured a series of player-specific videos showcasing their personalities, talents, and unwavering dedication to the sport. From LAFC's Gareth Bale showcasing his trademark free kicks to Austin FC's Cecilio Domínguez busting out salsa moves, each video was a celebration of individual flair and club culture.

Tease, Reveal, Repeat: Building Anticipation and Engagement

The campaign unfolded in two phases, building anticipation with "Tease" videos that challenged players to playfully "prove" their rating worthiness. These lighthearted clips generated buzz across social media, leaving fans eager for the official "Reveal" videos where teammates, superfans, and even a 12-year-old reporter unveiled the coveted ratings.

Amplifying the MLS Roar: Data-Driven Strategies for Maximum Impact

We Are Social's success was no fluke. They strategically selected players, leveraged club cultures, and utilized custom graphic content to amplify the campaign across various platforms. The result? A social media storm of 57 posts generated a staggering 4.5 million impressions, 4 million views, and 333,000 engagements. This data-driven approach proved that focusing on player personalities and club communities was the key to unlocking MLS's potential on a global stage.

Beyond the Numbers: Building Loyalty and Community

While the FIFA 23 MLS Ratings Reveal campaign presented player ratings, it also aimed to cultivate a strong sense of community and shared identity among North American soccer enthusiasts. By putting the spotlight on players and their unique stories, We Are Social created a campaign that resonated deeply with the target audience. This emotional connection is what ultimately drives loyalty and keeps fans coming back for more, ensuring that the MLS roar continues to echo throughout the digital world.