HALO: REACH PRESENTS UFC 119 by Wunderman Chicago for Microsoft

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HALO: REACH PRESENTS UFC 119

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Industry Video Games/Consoles, Games
Media Promo & PR
Market United States
Agency Wunderman Chicago
Creative Director Dean Caruso, Dave Rothkopf
Released May 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: MICROSOFT
Product/Service: COMPUTER GAME
Agency: WUNDERMAN3
Date of First Appearance: May 20 2010
Entrant Company: WUNDERMAN3, Chicago, IL, USA
Account Executive: Kyle Suzuki (Wunderman3)
Senior Vice President/Group Creative Director: Jim Rappel (Wunderman3)
Creative Director: Dave Rothkopf (Wunderman3)
Junior Art Director: Matt Flandorfer (Wunderman3)
Creative Director: Dean Caruso (Wunderman3)
Senior Vice President/Group Creative Director: Jim Eby (Wunderman3)
Production Supervisor: Mat Krawczyk (Wunderman3)
Studio Project Manager: Rick Glatz (Wunderman3)
Vice President Account Director: Kate Blevens (Wunderman3)
Media placement: TV - Cable, DirectTV, Dish Network, PPV telecast - 8/30/10
Media placement: TV - Fight Telecast - Versus (Mentions And Logos) - 9/15/10
Media placement: Social Media - UFC Facebook, Xbox Facebook, Xbox Twitter posts - 9/23/10
Media placement: Radio - 2 National Syndicated Sports Shows, Cable, 10 Local Markets - 9/20/10
Media placement: Outdoor - Time Square Billboard - 8/30/10
Media placement: Online - UFC.com - Banner Ads, Homepage Takeover, Promotion - 8/9/10
Media placement: Online - Xbox.com, Xbox LIVE, FoxSports.com, USA Today, Gorilla Nation, College Humor, - 9/14-22/10
Media placement: Print - UFC Program Ad - Distributed In Arena - 9/25/10
Media placement: In Arena - Trailers Shown Between Fights, At Weigh-Ins - 9/14/10
Media placement: On Site - In Stadium Signage, Premiums During Fight Night, On-Site Trial/Halo Game Play In - 9/14-15/10

Describe the objective of the promotion.
The objective was big and plain: Xbox wanted the "Halo: Reach" game release to be the #1 entertainment launch of 2010. It was the most anticipated game launch in history.

We identified Ultimate Fighting Championship as the ideal partner to help drive that goal - based on demographics and a worldwide audience of 425+ million households. UFC was the fastest-growing professional sport league in the world.

Halo: Reach partnered with the Ultimate Fighting Championship as the presenting sponsor of UFC 119. We joined the two mighty warriors together to create a powerful program…something worthy of the octagon.

Describe how the promotion developed from concept to implementation.
The program started out as a basic title sponsorship: “Halo: Reach presents…” But mutual respect between partners (and sheer ambition) enabled us to grow the program into much more.

The final event included an actual “Halo: Reach Fight of the Night” battle, never-done-before integration into the Pay-Per-View telecast including custom Halo: Reach animations, an exciting sweepstakes component for the chance to play Halo: Reach versus a real UFC fighter, a UFC.com online takeover, a targeted social media campaign, onsite game-play at the fight itself, and even an exclusive line of customised Halo: Reach/UFC premiums for the event audience.

Explain why the method of promotion was most relevant to the product or service.

The Halo audience had been diluted by the massive popularity of a competitor game, as well as soft reception to the previous Halo. Xbox desired a big, exciting event to bring people back to the Halo franchise en masse.

Halo “core-gamers” are defined as 18-34-year-olds, male, action/shooter fans…the exact demographics of the average UFC fan. The 425+ million household UFC audience was ideal to meet Halo’s event goals.

Significantly, a pillar of the Halo: Reach campaign was “sacrifice”—highlighting what warriors give up for the greater good. This is a common theme for the UFC and resonated strongly.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A $540,000 budget yielded $4.5 million in marketing value…total knockout.

The blow-by-blow:

• 305 million total impressions.
• 291million PR impressions.
• 6.6 million online impressions.
• 4.7 million social media impressions.
• 4.3 million viewers on Pay-Per-View.
• A massive 105,000 unique sweepstakes entries.
• ROI of 8.37 to 1.
• The ultimate objective: $200 million in first-day sales, a new franchise record.

UFC President Dana White himself summed up the program most memorably:

“This campaign is unlike any we’ve ever done, and the state-of-the-art integration between our two brands will set the bar for future partnerships."