1. UFC: ULTIMATE FIGHT
FOR CONVERSIONS
HOW REEBOK CAN LEVERAGE THEIR UFC PARTNERSHIP
ERIC DELANNOY
ADV 420 FINAL PRESENTATION
2. THE BIG IDEA AND THE BUDGET
Create an app and leverage UFC's partnership with Reebok to get
downloads and conversions.
Total Budget of $4,900,000
• $4,800,000 of the budget goes directly to the UFC for purchasing the fight
• $50,000 will go towards social media
• $25,000 will go to online display advertising
• $25,000 will go towards search engine advertisements
3. THE GOAL
The goals for the fight viewership is 100,000+ downloads on the free app with $10
million dollars in revenue during the two week period involving the UFC event.
• The fight, press conferences, weigh-ins and all will be broadcasted on the app.
• After viewing the fight on the app, users will keep the Reebok shopping app on their phone and make
purchases on the app.
• Additionally, after signing up to view the fight, the will receive app specific content offers and other
inbound marketing materials
4. THE TARGET MARKET AND PERSONA
The target market is all of the UFC fans
that faithfully watch the sport.
The persona for the typical consumer is
Abe
Abe is a 25 to 34 year old man who loves
the UFC. He purchases every fight and
frequently bets on the fights.
5. SOCIAL MEDIA MARKETING
• Since social media is very important to create buzz, accounts across social media will post download links
for the app.
• Reebok accounts will be frequently live tweeting events leading up the fights such as the weigh-ins and
press conferences
• Reebok will be focusing on pay-per-download promoted posts throughout Twitter, Instagram and
Facebook
6. SEARCH ENGINE MARKETING
• Search ads will be created for keywords "UFC
Reebok", "UFC live stream“
• The search ad will link directly to the a
webpage
• On this landing page there will be with an e-
mail signup for the download link to the app
7. MOBILE MARKETING
• Since Reebok will be creating an app, mobile advertising will have to be during the fight.
• The app will be available to download on the Apple’s and Android’s App Stores for free.
• In between fights, different display and video advertising for Reebok's different collections and products
will play during breaks between fights.
8. INBOUND MARKETING
• Upon signing up for an e-mail list to view the fight, Reebok will instantly give consumers two content
offers
• Reebok will use the content offer strategy will revolve around introductory incentives
• First content offer is free shipping on the order with no minimum price.
• Additionally blogs will be emailed to people who sign up to view the fight on the app
9. ONLINE MARKETING
• For online advertising, different display advertisements will be placed across using programmatic using
Google's DoubleClick Programmatic Advertising Platform
10. KPIS AND METRICS
• Digital metrics for the campaigns will measure the websites, inbound, and search engine ad success will
be measured using Google Analytics
• UFC page with the download link and e-mail sign up to see the bounce rate, time spent on the page,
conversions on UFC apparel
• The blog page for the UFC event will also be monitored for bounce rate and time spent on the page
• Conversions will be measured to make sure that this campaign is profitable for Reebok.
