Ultimate Fighting Championship.
Harnessing devoted fans to bring new fans into the eco-system.
Agency: Red Interactive
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.
Increase fan base.
UFC reached a wider audience and achieved a more gender-balanced fan base.
Role: UX/UI design, Motion graphics, Content strategy.
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.
Role: Content strategy, Creative direction.
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.