With Top Rank Boxing’s first ever ESPN Pay-Per-View fight on the horizon, STN Digital was tasked with developing the 360 Marketing Campaign to take #CrawfordKhan to the next level
Avid Boxing Fans - seeks to consume any and all information regarding the sport
Live Sport Events Enthusiasts - passionate about all things sports, including boxing
Spanish Audience - large cultural association with the Hispanic heritage and its role in the sport
“Crawford” fan - Urban-American fanbase with close ties to the Crawford ‘backstory’
“Khan” fan - for country and for sport, Khan fans pull from deep cultural, geographic + heritage roots
Define Top Rank as a premier brand in boxing
Introduce audiences to ESPN and Top Rank’s first PPV under the partnership
Drive awareness and purchases of Crawford V Khan
Exceed sales from previous PPV fights
Create a custom marketing plan that speaks to the target audience + achieves Top Rank’s campaign goals
STN will develop a campaign narrative to appeal to the target audience and inform fans of the impending battle between the two fighters.
Once the narrative is locked in, STN will determine the campaign strategy which include the marketing plan, media partners and more.
In lock-step with Top Rank and media partners, STN will create a detailed media plan to align with the overall campaign strategy and client budget/timelines.
STN will identify a variety of design trends that match the clients desired look as well as the fight narrative to start creative execution.
Upon approval of the look + feel, STN will create a series of graphics to promote the upcoming fight across all mediums.
30 days prior to fight night, creative will launch in a phased approach to generate awareness. Within the last 2 weeks before fight night, the media plan shifts to focus on PPV buys.
STN team will provide 24/7 coverage in NYC during fight week to cover all fighter appearances and fight night.
Following the completion of the campaign, STN will complete a detailed report to readout on campaign results.
STN audited the current narrative surrounding both fighters to determine what people were saying:
Although Crawford had the upper-hand based on his experience (world titles in three different weight classes), Khan was an unbeaten fighter in the welterweight division. He positioned himself as a great contender to put up a challenging fight against the current champion.
STN developed a fight narrative to help drive interest in the fight and inform fans of the history of both fighters:
Two Kings. Two Elite Fighters.
Crawford’s Toughest Test to Date.
FOMO: You Can’t Miss This Fight.
In order to attract the target audiences, STN developed a comprehensive media approach leveraging outlets and tactics that would best market both the narrative and fight itself, to overall drive PPV buys.
Using a healthy combination of paid, earned and owned media, STN look towards digital and traditional placements in order to effectively market the fight to the target audiences.
After building the foundation for the overall strategic marketing approach, STN researched and reviewed appropriate media partners, outlets and vendors that would assist in marketing the fight. STN worked with externals partners and Top Rank collectively to negotiate media placements and rates underneath a larger marketing budget umbrella.
ESPN heavy on-air rotation leading up to the fight
Distribution partnership TV ad run with MSO’s
NY + LA market focused purchase
NY + LA heavy presence in the build-up phase
Top 5 market focus for co-op radio buy
Spot rotation with live reads by DJs
Custom hype type social video during NBA playoffs
Bleacher Buzz takeover
O&O pre/mid/post + YouTube pre-roll video
TMZ Sports custom created video promoting the fight distributed across social channels
TMZ Sports site wide roadblock
TMZ boxing/wrestling/MMA 5-day section sponsorship
TMZ social posts (IG + TW)
TMZ pre-roll ROS + mobile media
Complex custom jumbotron takeover
ROS targeted video
Sponsored IG post
YT prospecting (audience + topic_
Display + discovery
FB + audience network
STN was also able to partner with ESPN and Top Rank to create an all encompassing marketing strategy leveraging the media giant’s accessible resources to…
with a comprehensive,
With the first-ever Top Rank PPV on the horizon, STN wanted to be sure the creative for the campaign would stand out around NYC and on digital properties. By identifying a variety of design trends that match the clients desired look as well as the fight narrative, STN was able to produce a unique fight identity to make #CrawfordKhan one to remember. The final look + feel was inspired by the location of the fight (NYC) - the goal was to bring out the street and grittiness that lies within the city into the creative graphics.
Once the look + feel was finalized, STN moved into creative development for a variety of pieces including social, digital, linear and more! The objective of the content was to drive awareness of the fight between Crawford + Khan but also to drive ticket and PPV sales. The blend of creative concepts and educational messaging helped to elevate this fight on all platforms.
In order to effectively create buzz and drive brand awareness surrounding the fight, STN launched media strategically using a full-funnel marketing approach;
48 hours prior to the fight, STN worked with media partners and vendors to heavily ramp up spend on various. media buys across the board in order to increase urgency
STN’s on-site production team covered #CrawfordKhan in NYC for the week leading up to the fight and on fight night. The team included a social media manager, production director, paid analyst, multiple videographers and multiple static + motion editors. This team was able to capture real-time content and kept a constant pulse on each big moment to produce live, custom graphics which can be posted to all social channels in real-time. In addition to the STN team on the ground in NYC, STN had a full remote live coverage team working from STN HQ to supplement the on-site team. With all hands on deck STN was able to distribute relevant, time-sensitive content throughout the week without missing any noteworthy moments.
Post-fight night, STN worked with media partners and vendors to collect campaign data and reporting across outlets and buys.
90+ TV spots running on prime inventory in the top 12 markets
Included top NBA playoff games on Turner, MLB, WWE, Champions League and English Premier League Soccer
Over 900+ radio spots on 40+ urban stations around the country
Inventory included spots in the top rated stations across the country including Power 105 and Hot 97 in NY and Power 106, KDAY, and KRRL (Big Boy’s new home) in LA
Such advertising strategically complimented ESPN’s marketing effort to extend the marketing effort outside of the Disney’s reach
Overall Instagram content on fight night outperformed internal benchmarks by over 120% looking at interaction rate
Led competitors in Interaction Rate, including the NFL during Draft Week and NBA during Playoffs
Drove 2x amount of impression volume (vs. #LomaCrolla fight on April 12, 2019)
Overall YouTube & Display media garnered 48% more clicks than planned goal
NYC postings garnered over 5MM weekly impressions
2 LA billboards received over 1.5MM weekly impressions
Customized content across major publications resulting in an average of 145% total delivery against goal
Bleacher Report’s Social Hype-Tape had 34%+ average higher views that average promoted Facebook Post