For the first time in history, Madison Square Garden was scheduled to host a UFC event, UFC 205. UFC tapped IMG LIVE to provide expertise and insight into the NYC market, and help create buzz around the biggest UFC fight card ever.
To promote the biggest card in UFC history, we had to go big or go home, especially in the Big Apple. UFC wanted to create unique pop-up experiences for New Yorkers with shareable content that drove event awareness and PPV sales.
We wanted to cover as much of New York City as we could, so we packaged up our assets and carefully plotted out a route to bring the excitement of a huge UFC showdown to many iconic NY locations.
• Pasted murals on walls around Manhattan and Brooklyn
• Photo op with famous UFC dimensional letters at iconic NY locations
• Interactive “Punch Out” Game
• UFC-wrapped city buses
During the lead up to UFC 205, brand ambassadors captured over 900 photos of consumers with the dimensional letters and over 1,200 fans participated in the Punch Out Game.