Digital Royalty activated a twitter contest for client Ultimate Fighting Championship (UFC). Nearly 1,000 fans showed up to participate.
Background: In October 2009, professional golfer Bubba Watson entered into a social media partnership with the nation’s largest independent tire distributor, Discount Tire. The agreement was to support one another over the two-week timeframe of the partnership exclusively on social media channels that included Facebook, Twitter and YouTube. It also included a physical visit by Bubba Watson to a Discount Tire location.
Approach: The preliminary stages of the partnership included Digital Royalty naturally integrating both brand’s respective social media presence on Facebook, Twitter and YouTube. Next steps involved a viral video shoot, a Tweet-up ticket giveaway at a Discount Tire location, an autograph session at a golf tournament solely promoted through social media outlets, a Twitter based Q-and-A session and an online autographed card given away by both parties via social channels.
Results: With isolation of the two-week partnership, Digital Royalty was able to measure and compare Discount Tire’s audience share and fan engagement on social networking sites like Facebook and Twitter, to growth in weeks leading up to and following the partnership. Highlights of the case study included across-the-board ecosystem growth of Discount Tire and Bubba Watson’s respective ecosystems, positive sentiment increases, tapping of new audiences and interconnectivity represented in the percent-share of one another’s ecosystem.
Background: During the annual UFC Summit in Las Vegas, the UFC encouraged all of its fighters to setup accounts on Twitter. The result was not only that hundreds of UFC, TUF and WEC fighters were now on Twitter, but that the UFC had to identify each fighter, verify the authenticity of each account and inform the public of each fighter account. The challenge for the UFC essentially became the following: how do we show the credibility of authentic fighter accounts in lue of lengthy, official verification and publicize these accounts to fans?
Approach: Although Digital Royalty was in the process of having all fighter accounts verified by Twitter, we needed a way to have all fighter accounts that had been internally verified, authenticated for the general public – and quickly. The answer was to not only build a master list of UFC fighters on Twitter, but create this list on official UFC accounts (i.e. @DanaWhite and @UFC) and distribute the information.
Results: Forty-seven fighter accounts are now on the UFC Twitter list, and more than 200 non-UFC accounts on Twitter have in turn followed the “fighters” list. Having the official UFC Twitter account, @UFC, distribute the list via Twitter, added instant credibility to fighter accounts that before had struggled with imposter accounts and a lack of uniformity. One such fighter account that served as a testament to this success was Frank Mir, one of the UFC’s most well known fighters. Frank’s brand new official account, @TheFrankMir, was hard to distinguish from seven imposter accounts. But after @UFC publicized the ‘fighter list’, Frank Mir’s real account jumped from four followers, to 2,600 in less than 12 hours.