This summer, UFC was approaching a significant milestone: International Fight Week (July 5–10) would culminate in UFC’s 200th pay-per-view event. The company asked Plush Digital to capture the intense, exuberant passion of its most loyal fans — then use that to tell the UFC story from a different perspective: as a direct-response tool that would appeal to new fans and first-time buyers who would then drive paid viewership beyond even the aggressive targets the company had set.
UFC FIGHT PASS is a paid OTT digital streaming service designed, in part, for the most ardent fans — UFC’s highly enthusiastic “brand advocates.” The acronym, which stands for “Over the Top,” tells the tale: It offers a combination of exclusive fights, original programming and the most voluminous broadcast archives of UFC fights. It has become one of the world’s fastest-growing digital streaming services.
Invite UFC FIGHT PASS members to submit a one-minute video clip in which they explain why they, above all others, are the world’s biggest UFC fan and therefore deserve the “fan experience of a lifetime.” Seven people from around the world would be chosen, in part with an eye toward showcasing just how intriguing the cross-section of UFC’s expanding global fan base really is.