Heat

EA - UFC 2

Overview

UFC 2 features the all new KO mode, which means gamers can make their opponents taste the canvas faster and more often. So we got the biggest names in the game, Ronda Rousey, Conor McGregor and Mike Tyson, to throw down a challenge to beat their fastest KOs. 

Challenge

Get a new breed of fan into UFC 2.

Solution

We kicked things off with a 30 second video, but unlike the others we didn’t use a whole lot of noise to get our point across. We let the awesomeness of Ronda Rousey, Conor McGregor and Mike Tyson to speak for us. Eyeballing the camera, they each counted down to their fastest knockouts, second by second, before bringing the hammer down with a challenge no UFC fan could resist—“Think you can beat it?” The first to get served were the 1.5 million fans watching UFC 196 on PPV.

When we moved online, we flipped the script. In pre-roll Conor made viewers punch past the five-second skip mark by counting down blow by knockout blow. Then we made sure we stood out from all the cat videos and baby pics on social media by using a faux 3D technique, so viewers could feel the power of Ronda’s right hand.

Beat that.