UFC Collaborative Mobile Video

The Challenge

  • In January 2015, the UFC held their biggest ever European Fight Night in Sweden, filling Stockholm’s Tele2 Arena with 28,000 passionate mixed martial arts fans from around the world
  • Seven League were tasked with finding an innovative way to bring fans, both in attendance and those at home, closer to the athletes in the days building up to the event

Seven League were engaged to deliver an innovative content format to increase local awareness of the UFC’s activity in the city of Stockholm during fight week.

What We Did

  • Seven League selected a collaborative mobile video app to collate unique video content and deliver an exclusive behind-the-scenes perspective during fight week
  • Seven League devised the project for the UFC, leading, managing and delivering the campaign through a multilingual, geo-targeted publication strategy with a fast turnaround
  • Seven League were one of the first sports specialists to adopt collaborative video, with UFC Fight Night Stockholm one of the earliest showcases of the mobile app’s potential to transform video coverage of live sports events
  • The technology was managed by 1 producer (Seven League) and 1 video editor (UFC)

The Results

  • Delivered a total audience reach of over 3 million fans on Facebook & Twitter combined in just 4 days
  • Over 500 video clips submitted exclusively via the app by 48 different contributors in less than a week
  • Increased traffic to UFC’s online video subscription channel (UFC Fight Pass)
  • Educated international fans on the athletes and their fight week preparations
  • Enhanced staff and athlete involvement in digital innovation and content production, further educating the team on the benefits of digital
  • Captured never-seen-before moments exclusively on UFC EMEA digital channels, such as weight-cut, preparation, candid interviews and athlete camaraderie