Modelo Lion's Lair
The "Modelo Lion’s Lair" initiative began as an engaging experiential activation that I designed for UFC events, offering fight attendees a unique space for fighter meet-and-greets, giveaways, and enjoying the official beer of UFC. However, the onset of the COVID-19 pandemic in 2020 necessitated a swift and strategic pivot from live to digital engagement. As Art Director, I was tasked with transforming this in-person experience into a digital format that continued to captivate fans and maintain brand engagement despite the unprecedented global challenges.
First Phase: Experiential Activation at UFC Events
As Art Director, I initially spearheaded the design of the "Modelo Lion's Lair" as an experiential space at live UFC events. The design emphasized Modelo’s robust, spirited brand identity and catered to the intense excitement surrounding UFC fights. The space was optimized for interactions between fans and fighters, enriching the event experience with exclusive meet-and-greet opportunities and brand-centric activities.
Challenge & Pivot
With the onset of the COVID-19 pandemic in 2020, live events were abruptly halted, posing a significant challenge to maintaining fan engagement. In response, I collaborated closely with the Modelo brand team to pivot the campaign towards a digital format that could safely continue to connect fans with the excitement of UFC.
Second Phase: Digital Transformation
To keep the momentum of the Lion’s Lair campaign, I led the development of a microsite tailored for continued fan engagement. The site featured a sweepstakes offering participants a chance to win a virtual meet and greet with select UFC fighters via Zoom. This adaptation not only kept fans engaged but also provided them with a personalized and memorable experience during a challenging time. Winners received a Modelo prize pack of merchandise and a scheduled interaction with a UFC fighter, where they could converse and ask questions, bringing the fight event atmosphere to their homes.
Campaign Impact
The digital transition of the Modelo Lion's Lair was met with overwhelming enthusiasm, drawing thousands of entries and significantly boosting brand engagement. Both UFC and Modelo actively promoted the campaign across their channels, greatly expanding its visibility and reach. This strategic advertising collaboration ensured that the campaign resonated widely, connecting with a diverse audience of sports fans and beer enthusiasts alike. This initiative was not only a testament to the brand’s flexibility and commitment to its fans but also provided a much-needed exciting experience for winners during the global pandemic.
Conclusion
The Modelo Lion’s Lair campaign showcased my ability to adapt and innovate under rapidly changing circumstances, effectively transitioning a live event into a successful digital engagement strategy. This project highlighted my skills in experiential design and digital execution, reinforcing Modelo’s presence in the sports marketing arena while keeping the community spirit alive during unprecedented times.