28 Mar Combate Americas: Digital and Traditional Campaign Efforts
About Combate Americas
Combate Americas is one of the leading Hispanic Mixed Martial Arts franchises and media companies; they broadcast live events and generate digital content that encompasses the world of mixed martial arts. Combate Americas’ popularity, especially in the Hispanic community, has a large following, regardless of the language. They feature famous fighters like Andres “The Bullet” Quintana, who’s record includes fourteen wins and only two losses. Jose “El Pochito” Alday, with a record of twelve wins and three losses, also stands at the forefront of popularity.
We partnered with Combate Americas to create campaigns, both digital and traditional, to increase tune-in for their broadcasted MMA fights and ticket sales for their live events. These efforts included ads on social media platforms, like Facebook and Instagram, and thirty second ads on digital cable. Programmatic ads, rich media, add-to calendar and countdown ads were utilized to further boost excitement for individual fights.
With successful tune-in efforts in place, Combate Americas first live event of the year, held in Fresno, CA on Feb. 22nd, topped the charts in viewership and was the #1 watched live program in combat sports regardless of language.
Strategy and Tactics
Other tactics included radio appearances, from live interviews on local stations to mentions on-air. We also teamed up with several stations to host radio remotes, live on-air on-scene, at the fight weigh-ins, and further promote ticket sales. Outside of the digital approach, we created mobile billboards on trucks and traditional billboards to encourage fight tune-in and ticket sales. Guerrilla campaigns, teams of people handing out flyers on the streets in well-trafficked areas, were utilized to promote the fights and increase awareness on the streets.
The objective of campaigns encompassed the increase in awareness of the fights, as well as generating excitement for each event. Combate Americas aims to be the top MMA franchise and program provider. Campaigns across both digital and physical platforms aided in the promotion of fights for many potential viewers. Through cable ads, social media posts, and radio appearances we were able to cross platforms and increase audience awareness of individual events. Tradition billboards and guerrilla campaigning were utilized to drive excitement and promote familiarity with event details and programs.