Best Sports Rich Media Online Ad

This innovative rich media execution promoted an important Ultimate Fighting Championship bout on live Pay-Per-View. The challenge was to maximize the impact of each and every impression by grabbing the users attention, conveying the excitement of the upcoming fight, introducing the fighters and building intent to purchase. Our strategy was to ensure that our tough-to-impress male audience saw the ad by having the fighters literally burst out of the traditional ad space onto the users webpage, using an auto-expand design. Users did not need to roll over to see both fighters, plus bricks and mortar dramatically flying out over the page. Following the auto-expansion, users are encouraged to select one of several UFC videos. Tune-in messaging is highlighted throughout the ad experience. The explosive energy of this ad almost demanded that users take notice of the UFC brand and absorb the messaging and tune-in information. We repeated the fighters bursting on the screen on the UFC website for the same bout, providing creative continuity as users clicked through to find out more about the fight and the fighters. This ad unit performed incredibly well and helped maximize the value of each impression for this campaign. Interaction rates and clickthrough rates were high (including an incredible 3.89% clickthrough rate on FHMonline.com) and average brand exposure time clocked in at a strong 59.34 seconds. This ad successfully delivered the raw power, impact and immediacy of a UFC fight to our target male action audience.

Contributors:

RED INTERACTIVE AGENCY

Location: USA