The UFC's goal is to bring MMA to fans unable to see live events and to increase viewership of UFC's pay per view broadcasts; to accomplish this, the Octagon Nation Tour was created. Fuse was hired to increase fan attendance and awareness via media outreach in 100 local markets.
Fuse focused on local fighters as the local media want to cover the hometown hero story and homegrown fighter's quest to make it big. In addition, Fuse sought to identify local reporters who were fans of the UFC (of the more than 30 million fans across the US) to increase the likelihood of coverage.
Fuse executed a public relations plan that included contacting regional digital, print, and broadcast media pre- and post-event– including providing b-roll, interviews and photos. All fighters were provided media training and interviews were arranged to secure coverage.
The coverage goal was one million media impressions per stop; actual coverage averaged 10 million media impressions per stop.
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