EA deploys a Music Creator Hit Squad for the Battlefield 6 launch via BRING Agency
To celebrate the global launch of Battlefield 6, EA Australia set out to go beyond traditional gaming audiences and tap into culture in a disruptive, unexpected way. Partnering with BRING – Universal Music For Brands, EA enlisted a squad of music artists to spark a surprise social takeover, dropping Battlefield straight into fans’ feeds when they least expected it.
The creative challenge was simple: What happens when Battlefield suddenly takes over your social feeds?
Nine artists known for their personality, style, and love of first-person shooters were invited to create what appeared to be “normal” content, until everything suddenly flipped. Ordinary, everyday moments escalated into full-blown Battlefield mode: battle music surges, improvised gear appears, and chaos erupts as the creators barreled into the game’s world of explosive destruction and squad-based mayhem.
@pacificavenueau Taking a little break from music… BF6 just dropped 🎮 #battlefield6 #ad ♬ original sound - Pacific Avenue
The result was a social-first campaign designed to surprise, entertain, and pull audiences directly into the spirit of Battlefield with no explanation needed. Each drop felt like a glitch in the feed, inviting fans to ask: Wait… did that just happen?
The hit squad spanned emerging and established talent across genres, ensuring Battlefield’s message reached a wide (and heavily male-skewed) music-loving audience, no matter what they listened to. Featured talent included Briggs, Seth Sentry, REDD., Oliver Cronin, South Summit, Cosmo’s Midnight, Pacific Avenue, and more.
@senatorbriggs These Dogs of war have been waiting for this moment! #battlefield6 #ad ♬ original sound - Briggs
Says General Manager, Creative at BRING, James Griffiths: “Core Battlefield fans will always show up on day one. The real opportunity sits with the wider audience, the people with consoles at home who haven’t made their decision yet. This campaign was designed to interrupt the scroll and spark curiosity in a way that feels fun and culturally relevant. By using UMG’s proprietary music media network, we were able to precisely target music-driven audiences and ensure the content reached the right people, in the right places, delivering a true end-to-end solution from idea to execution.”
Beyond this artists-as-influencers campaign for EA Games, BRING Agency has built a robust talent-first approach for brands looking to activate a music fanbase through artists. Its recent campaign for Coke Studio worked closely with emerging talent on the Universal Music roster to create a number of cover songs for their hero track release ‘Around U’, amplified through Universal Music Label Media. BRING Agency also recently collaborated with Netflix, DiDi and Wild Turkey.
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