UFC / ESPN+: Fight Night

Challenge

Position ESPN+ as the exclusive destination for UFC content and access with the aim of translating awareness into trial and subscription conversion; leveraging the excitement and draw of International Fight Week. Deliver a highly engaging experiential marketing campaign that builds awareness and buzz around ESPN+ launching its streaming partnership with UFC at the UFC Fight Night Brooklyn event.

Steps to Actualization

Deliver a disruptive experiential marketing campaign to build awareness of the ESPN+ and UFC Fight Night Brooklyn partnership to drive platform usage.

• Four Interactive Cubes strategically placed to authentically connect with fans.
  1. Striking Challenge
  2. Champion Moment
  3. Reaction Challenge
  4. Walkout Moment
• E+ statues to complement the interactive cubes for fans to pose and organically drive social content
• UFC athletes surprise appearances to delight fans
• An exclusive experience for ESPN+ subscribers with a VIP Subscriber Entrance at the Dean Street Entrance at Barclays Center.

Solution

The result was an ESPN+ Brooklyn Takeover where interactive UFC themed experiences popped up in iconic, picturesque borough locations. All the experiences came together on Fight Night, and fans were incentivized to engage with all experiences with collateral stamp cards. On Fight Night, ESPN+ rewarded subscribers with a VIP Subscriber Entrance, a red-carpet experience featuring UFC athlete appearances and allowing fans to get up close and personal with the newly unveiled UFC Championship Belt.

Key Performance Indicators

7.5K Total Engagements
• 278K Social Impressions
• 5.5K ESPN+ Collateral Cards Distributed
• 350+ ESPN+ Subscribers at VIP Entrance
• 60K+ Foot Traffic Impressions