Case Studies
UFC hits the UK
Creating A New Culture and A Credible Sport
At the start of 2007 we were chosen by The Ultimate Fight Championship (UFC) to manage their UK expansion and support four major events.
By establishing the preconceived opinions concerning the UFC, we set about changing these misconceptions by making the UFC a reputable sport in the UK and in the process created a culture befitting the energy and excitement of the UFC. Our media selection for this campaign involved the whole communications mix; several media firsts (the largest poster in Northern Ireland), platform creations (a unique partnership with talkSPORT radio to promote both the events and the fighters), experiential marketing (‘student ambassadors’ programme) and a whole range of high impact advertising formats (70 fully liveried taxis in London, double page spreads in core magazine titles, building wraps and station and airports dominations). These spectaculars were complimented by national press, radio, online and TV.
The strategy achieved unparalleled success, increasing web traffic by 700%, TV viewership by 100% and breaking box office and merchandise records. In short, we have moved UFC from an unknown entity into a cultural buzz and we’re not the only ones who think so –
"The media and communications strategy was a knock out and it has successfully introduced the UFC into mainstream UK sports culture. The results have far exceeded all of our expectations and we are delighted with our success." Marshall Zelaznik, President, UK Division, Ultimate Fighting Championship
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