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    EA SPORTS FC HQ | WhatsApp Bot Experience

    A WhatsApp Bot experience by Edelman for Xbox and EA SPORTS FC 26 Free Play Days.

    EA SPORTS HQ returns to Xbox from 15 – 18 January with a limited-time Free Play Days event, giving players the chance to jump into EA SPORTS FC 26 completely free across the weekend. To drive conversion among lapsed and undecided players, Edelman will be creating and executing a custom WhatsApp Bot on behalf of Xbox and EA SPORTS, using peer-to-peer sharing as the core engagement mechanic.

    The experience is built around a simple social action: players are prompted to message a friend who is still “playing the old game.” Once triggered, the verified WhatsApp bot responds with an exclusive voice note from football icon Toni Kroos, marking his return as an EA SPORTS FC 26 Icon. Delivered in Kroos’s own voice, the message adds authenticity, authority, and cultural relevance, encouraging fans to upgrade and experience the game during Free Play Days.

    By combining athlete-led storytelling with frictionless messaging, the WhatsApp bot transforms a standard trial window into a personal recommendation between friends. The campaign creates a direct, conversational route to discovery and conversion, before exclusive post-event offers make it easier for players to continue their journey on Xbox.