Battlefield · Global · 2025Digital & Tech · Social
Only in Battlefield.
Electronic Arts put Reddit players' chaotic Battlefield moments at the centre of the Battlefield 6 launch.
- Brand
- Battlefield
- Agency
- Market
- Global
- Region
- Global
- Year
- 2025
Campaign images
The challenge
The franchise needed to reconnect with a demanding fan community and rebuild trust ahead of a new release.
The idea
Reddit's KarmaLab invited players to submit their own gameplay clips, then made community contributions part of the advertising. Interactive executions linked Reddit participation with shared objectives and in-game rewards.
Results
- Reddit reports that the activation reached 57.8 million unique players across the US, UK, Germany and France and brought 500,000 new members to r/Battlefield.
Case study source: London International Awards (LIA) Source ↗
Awards
- LIA 2026GamingGrand Prix
Credits
- Client
- Electronic Arts
- Creative team
- Reddit KarmaLab
- Media
- WPP Media
- Production
- Hi From The Future
