Christopher Erb, VP of Brand Marketing for EA SPORTS, is responsible for driving strategy and marketing for the EA SPORTS brand and oversees a cross-functional team that focuses on consumer marketing, licensing, brand identity, and brand partnerships.

Speaking here at TEDxCincy, he explains the way EA SPORTS markets to their consumers by elevating video game releases to be bigger than highly anticipated film premieres. He pioneered applying the theatrical model of partnership and collaboration to video games which is now standard protocol within the industry.

It’s a strategy of engaging the consumer and giving them the power or choice and ownership. To be completely effective, it requires the proper deployment of social interaction in a way that creates a sense of collaboration. The personalization of a product or service, and even the marketing of these goods, breeds passion (and, ultimately, loyalty).

Anyway, enough of my summarizing and interpreting. Watch for yourself and see what you think.