STN Develops 360 Marketing Campaign to Take Crawford vs. Khan to the Next Level

Our Role

360 MarketingContent + StrategyPaid MediaProductionSocial Media Management

The Ask:

To prepare with their first-ever ESPN Pay-Per-View fight in 2018, Top Rank asked STN Digital to develop a 360 marketing campaign to take #CrawfordKhan to the next level.

Campaign goals included defining Top Rank as a premier brand in boxing, introducing audiences to ESPN and Top Rank’s first PPV under the partnership, and driving awareness and purchases of Crawford vs. Khan- exceeding sales from previous PPV fights.

The Work:

STN developed a custom 360 marketing plan to bring Top Rank’s goals for #CrawfordKhan to life. The project included development of the campaign narrative informing fans of the impending title fight through a cross-platform strategy and national media plan.

Before rollout, STN designed a unique look and feel for the campaign which tapped into the gritty, intense feeling of a fight in New York City. The STN creative team then produced content to promote the upcoming fight across mediums which included social media, digital banners, webskins, billboards and traditional media

During fight week, the STN team provided 24/7 live coverage at Madison Square Garden and at various media outlets around the city. The live coverage team had 20+ staff members including but not limited to social media managers, graphic designers, producers and videographers. STN produced 150+ pieces of content during fight week with over 50% of content from flight night alone.

The Results:

The 360 campaign earned over 90 TV spots and more than 900 radio spots. Fight night Instagram content outperformed internal benchmarks by over 120% and drove 2x the amount of impression volume. Paid media on YouTube and Display garnered 48% more clicks than the planned goal. Customized content across major publications resulted in an average of 145% total delivery against goal.

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