2019 Shortlist

The Metro by T-Mobile Purple Couch

Entrant Company: Lagardère Plus

Finalist
  • Outstanding Use of Twitter
The Metro by T-Mobile Purple Couch

How does entry represent “Excellence in Engagement”?

We believe the most remarkable result, beyond the obvious brand lifts, is seeing how Metro has changed the fan’s pre-fight behavior and positioned a sponsor as a trusted and entertaining media outlet for fans to get content and news. This has also generated organic media coverage of the broadcast by creating content around newsworthy topics, delivered in large part by the fighters themselves. To build on this in 2019, we successfully executed our very first integration of the Purple Couch into the UFC's PPV broadcast. This was the first non-gaming or movie brand integration allowed into the UFC’s PPV broadcast. The goal was to promote the program on the UFC's biggest stage to further reach fans. This has demonstrated the ability for a brand owned show to make it all the way to a property controlled broadcast. The integration was seen by approximately 4.8M people based on estimated PPV buys.

Credits

  • Adam Gotts ‐ Lagardère Plus
  • Josh Wollock ‐ Lagardère Plus
  • Scott Lasky ‐ Rooftop2 Productions