‘Twas the “Fight of the Century” —Floyd Mayweather vs. Conor McGregor— but Showtime Boxing was still challenged with marketing efficiently to two very different communities that don’t like each other: Boxing fans and UFC fans. But using social analytics we found a glimmer of hope: both audiences engaged with non-traditional art forms like tattoo art, street art, vinyls, custom auto design, and so on…
So we partnered with street artist Tristan Eaton on limited edition fight poster. But it wasn’t just a piece of paper, it was an interactive story of two fighters as told by 14 layers of screen-printing on FB Live, with viewers able to win the prints being made.
After the paint dried, results showed we brought the two polarized communities together: audience was a 48/52 split of boxing/UFC fans.