Joseph Parker v Hughie Fury

Parker v Fury World Heavyweight Title Fight

Recently, I have been very fortunate to be able to work with a client that I call a friend in a field and sport I love. Last month I was approached by the promoter of the Joseph Parker v Hughie Fury world heavyweight title fight.

The fight was to be held at the Manchester Arena on the 23rd September and ticket sales were slow.

We need to raise awareness of the Parker v Fury fight, build up anticipation and get a social media dialogue running.

We decided that out-of-home advertising would be the best way to raise the profile and hit the mass market. Fortunately, the new football season was in full swing and Wayne Rooney was to return to Old Trafford playing for Everton. This provided us with a focus and timescale.

With this in mind, we researched the best arterial routes into and out of Manchester and Liverpool and then sites that would give the best impact and frequency. We decided on large format Digital Out of Home screens. A combination of Landscape D48’s and Mega 6’s, and then a landmark site outside Old Trafford to target football fans coming for the first game against West Ham and then the return of Rooney. It was no coincidence the local boxer Hughie Fury was a big Manchester United fan as well.

So the campaign started with a 2-week burst on all screens finishing with the screen outside Old Trafford around the West Ham game. The feedback was fantastic and social media started to discuss the build-up to the fight, such as who would win etc.

Joseph Parker v Hughie Fury: Campaign build up

We then had a short break and then ran all media 2 weeks before the fight to maximise ticket sales when the fight was looming and the build-up was becoming the topic everyone talked about. Fury was doing Spartan training in the lakes and Parker was training at David Hayes gym.

At this point, YouTube confirmed the fight would be shown live on their site and we changed the artwork within hours to start to get customers committing to the PPV.

Approaching the last week of the fight, we changed artwork every day as a countdown to the fight, building up anticipation. We then started to see a big increase in ticket sales and PPV sales on YouTube. With our planning, the right place, right time and right creative worked well.

Unfortunately, we couldn’t help with the outcome of the fight, local fighter Fury losing on a close points decision. Thinking ahead, however, he will be back and hopefully so we will Buy Me Media when the next fight is announced.

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