EA's web series The Controller features intermittent guest appearances by YouTube celebrity Freddie Wong replicating elements from Battlefield 3 in the real world, as he is wont to do. As EA's director of consumer marketing Michael Herst says, getting him was all about trying to appeal to the right audience.
“That was one of the things we wanted to do,” said Herst. “It was going to be on YouTube and we wanted to be of that culture and platform so doing something with Freddie was great, because he is one of the biggest personalities on the site and he is a gamer and a fan of gaming in general. So having him participate is something we wanted to see happen. We wanted it to feel right for him and... I hate to say it, but make sense for his 'brand.' It wouldn't make sense for him to be a contestant or a host.”
“We wanted to play off his web personality, so he and Brandon are big fans of the game and they collaborated with the Bunim/Murray to grief Johnny in ways that were related to Battlefield, so it makes sense that [the host] would do that and respawn every time,” Herst added. “We wanted to acknowledge the community that we know where they're coming from and what they like about the game. And I think the fit made a lot of sense. It felt right for him.”
To find out more, read the full interview at [a]list.
