EA Sports has decided a viral online video would be the best marketing for Madden NFL 15 because it advertises "where our audience lives."

EA Sports' VP of Creative Advertising Dana Marineau and her team created the idea of "Madden Season" to promote the launch. They introduced a music video  starring Kevin Hart and Dave Franco that has since gone viral. 

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The online campaign was targeted decisively at Millennials, who EA Sports designates as digital natives, Marineau told Marketing Daily.

"We wanted to create a piece of content and put it where they live," Marineau said.

"This is how our audience lives and breathes. Consuming content on the Internet is normal behavior for them."

The video was promoted through teaser clips throughout social media before finally being released in full.

Though the video was created to market Madden on the internet, EA Sports won't fully neglect television. Two 30-second commercials will air on ESPN in the days leading up to Madden NFL 15 launch.

Marineau pointed out the acting choices were focused toward Millennials as well, choosing rising actors and people with significant social media reach. These include YouTube celebrity Harley Morenstein from Epic Meal Time.

Marineau suggested that Madden fans will be able to interact with the Madden Season campaign in real time but didn't divulge anything else.

The 2014 NFL season is set to begin in early September, with EA's video game series Madden dovetailing the release of its newest iteration on Aug. 26.

TagsMadden NFL 15, kevin hart, Dave Franco, Football, epic meal time, ea sports, EA