EA Peace Day
On Christmas Day 1914, all along the western front, British and German soldiers put down their guns, climbed out of their trenches, and played football.
For International Peace Day, we would team up with Electronic Arts to get videogamers to do the same.
On 21 September, players of Battlefield 3 would be asked to play a demo version of FIFA 12, using their Battlefield character on a warzone pitch. Publicity would be spread using in-game advertising and social media teasers. As an incentive, gamers who participated in EA Peace Day would receive medals to unlock bonus levels in Battlefield 3.