Fighting Spirit
I served Modelo as an art director during my tenure at Frias Agency. As the driving force behind cross-functional team management, I collaborated with freelancers and print vendors to create and fabricate captivating in-venue activation spaces. Modelo sought to create full experiences for pre- and post-fight entertainment for guests. These included spaces complete with activities, bars, photo activations and fighter meet & greets.
Modelo Lion’s Lair
As the official beer sponsor of UFC, Modelo aimed to engage customers through a dynamic outdoor activation space. To meet this need our team developed the Modelo Lion’s Lair activation. This activation was complemented by an online sweepstakes, offering participants a chance to have a virtual meet and greet with a renowned fighter.
Metrics
40% Conversion Rate
Over 40% conversion rate across a six-month sweepstakes period, demonstrating the campaign’s effectiveness in capturing audience interest.
Unique Entries
A remarkable 295,000 unique entries were collected, providing valuable data for future marketing initiatives.
Activation Response
The in-venue activation generated an overwhelming response, leading to thousands of product sales and solidifying Modelo’s presence and impact.