I’ve seen questions around the ‘net about EA Sports Active ad targeting. The FAQ on the game’s dedicated website even asks, “Can men use EA Sports Active?”
Short answer is, “Of course!”
But the long answer is… Sorta. When it comes down to it, the game IS being marketed towards women admits Draftcb, the advertising company responsible for the “I’m Active” campaign that launched nationally on May 11.
“In developing this campaign, we found that despite a desire to get in shape, female Wii owners have a tendency to put themselves and their fitness goals at the bottom of their ‘To Do’ list. This campaign speaks to all women, reminding every one of us that fitness is an important aspect of overall well being,” said Cricket Wardein, SVP, account director at Draftfcb San Francisco.
I do like the advertising, but the “clever” angle of marketing a video game towards women seems a bit simplistic. Female Wii owners don’t work out as much as they’d like because they put everyone else first? I’m not buying it - the fact is, most folks (myself included) don’t really like working out. It’s work! Sure, once you get in a routine it’s more enjoyable, but to start off, exercise is just hard!
That being said, women or man, a bit of fun during our workout should be well received that that’s why I’m looking forward to the release of EA Sports Active.
Click to order EA Sports Active from Amazon.com
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