As Battlefield launched its latest title: Battlefield 6, we created ‘Destruction Receipts’ as a way to turn a skeptical fanbase into an army of brand advocates. Leveraging the 'show me the receipts' mentality of social media, we built and trained our own AI system that gave every in-game item a dollar value. And in return for sharing their gameplay online, we sent players a personalized receipt detailing everything they destroyed.
Destruction Receipts generated over 253 million impressions, 374K engagements, and 327K unique visits to site, with fans using the campaign hashtag over 15K times. Players uploaded 166 hours of gameplay footage, racking up $196 billion worth of in-game destruction, and giving Battlefield an entire week's worth of organic, fan-driven advertising.
Sid Lee_EA_Battlefield 6_Destruction Receipts_Supercut_Case Study Video.mp4But the best stat of all, Destruction Receipts helped Battlefield 6 outsell Call of Duty for the first time ever, being heralded as the best selling AAA game of 2025, and we have the receipts to prove it.
Creative Director: Alex Bird, Tim Zimmerman, Alex Pellerin
Copywriter: Alex Bird, Osman Rahmani, Andrea Cousineau
Art Director: Tim Zimmerman, Alex Pellerin, Brennen Robinson
Executive Creative Director: Matt Fraracci