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#FedExDeliversMadden

FedEx teamed up with EA SPORTS for an activation around Madden NFL 17 that featured FedEx delivering Madden NFL 17 games and other Madden Ultimate Team Rewards items to thousands of unsuspecting players. In addition, the partnership celebrated the top Air & Ground plays of Madden NFL 17 players and allowed fans for the first time to vote for their favorite Air & Ground players via hashtag voting embedded into weekly videos and NFL communication vehicles. In the end, #FedExDeliversMadden generated 3,750 organic conversations in the first 72 hours for a combined 12 million impressions. In fact, Madden NFL 17 hosted a 17-hour live stream on Twitch on August 17th, 2016, announcing that #FedExDeliversMadden was back for another year. The stream alone had 1.38MM views, 15K concurrent viewers, and 573,664 total engagements.