Project Overview

Metro by T-Mobile delivers reliable wireless service with flexible plans and dedicated support for diverse customers. To engage a niche audience overlapping with UFC fans, we crafted targeted campaigns with messaging tailored to their unique lifestyles, creating buzz and driving connection.

Our Approach

By aligning our messaging with the tone and energy of combat sports, we positioned Metro by T-Mobile as the UFC’s exclusive telecom sponsor to build authentic connections with passionate fans. Aligning messaging with audience interests and viewing habits, we created content that was both engaging and culturally relevant. Our creative approach blended the brand’s voice with exclusive pre-fight analysis from UFC fighters and staff, and live-streamed show like The Purple Couch — delivering a dynamic, multi-platform experience that resonated with the UFC’s most dedicated audience.

In the Octagon and on the Feed: Metro by T-Mobile's Cultural Social Activation

The Purple Couch is a 90-minute live stream hosted by UFC legends Forrest Griffin and Demetrious Johnson, featuring pre-fight coverage, exclusive analysis, and special guests — from current and former fighters to UFC staff like matchmaker Sean Shelby.

To drive viewership and engagement, we produced a full suite of social content: 10–15 second fighter hype videos, Instagram Stories, digital placements, branded cover photos, digital banners, pre-rolls, custom GIFs, and real-time social reminders — all designed to build anticipation and get fans to tune in and engaged. During live stream breaks, we aired branded content, including a custom series called Metro Shorts, featuring UFC fighters playing games that reinforced our brand messaging.

The show broadcasts live from the arena on fight night, with live giveaways including PPV codes, signed merch, and exclusive updates. We responded to fans using custom GIFs and posted congratulatory graphics in real time when brand-sponsored fighters won. The campaign earned organic mentions from UFC channels, MMA media like Bloody Elbow, and even shoutouts from celebrities — thanks, Zedd!