ULTIMATE FIGHTING CHAMPIONSHIP
HARNESSING DEVOTED FANS TO BRING IN NEW FANS
UFC wanted to reach the casual fan base that was intimidated by their history.
We got hard-core fans to tell their stories of why they love the UFC.
UFC reached a wider audience and achieved a more gender-balanced fan base.
UFC had a rich history and hard-core fan base. We provided the fuel to get loyal fans talking about their favorite fighter moments.
We provided a platform for fans to share their fighter stories — knowing that the passion would reach and excite the casual fans.
Casual fans were intimidated by the bout history of the sport. We showed them the story-driven side of the fighters.
Each fighter had their own story of struggle and triumph. Focusing on that story allowed us to connect with casual fans.