BAL | DESIGN & CONTENT
BAL | DESIGN & CONTENT
Get more customers with simple design and clear content.
 

ULTIMATE FIGHTING CHAMPIONSHIP

HARNESSING DEVOTED FANS TO BRING IN NEW FANS

 

 
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MAIN PROBLEM:

REACH

UFC wanted to reach the casual fan base that was intimidated by their history.

 

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OUR SOLUTION

USER-GENERATED-CONTENT

We got hard-core fans to tell their stories of why they love the UFC.

 

KEY RESULTS:

INCREASED FAN BASE

UFC reached a wider audience and achieved a more gender-balanced fan base.

 

 

 
 

EXPERIENCE DESIGN

 

 
 

OBJECTIVE: REACH

UFC had a rich history and hard-core fan base. We provided the fuel to get loyal fans talking about their favorite fighter moments.

 

 
 

SOCIAL TO THE CORE

We provided a platform for fans to share their fighter stories — knowing that the passion would reach and excite the casual fans.

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I WAS MOST IMPRESSED WITH HOW BALIND COULD EVALUATE THE TARGET, DRAW PARADIGMS, AND USE THEM TO DEFINE AN EXPERIENCE.
— SETH REID, Technology Director
 

 
 

CONTENT STRATEGY

 

 
 
 

MORE THAN JUST WINS & LOSSES

Casual fans were intimidated by the bout history of the sport. We showed them the story-driven side of the fighters.

 

 
 

STORY WAS IN THEIR DNA

Each fighter had their own story of struggle and triumph. Focusing on that story allowed us to connect with casual fans.

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Balind puts his heart and soul into everything that he does — no matter how small or seemingly insignificant a task may be.
— Mark Campbell, Digital Producer