KINGDOM

AT&T’s Kingdom on AUDIENCE Network is filled with real and raw aspects of MMA culture. This isn’t just a show, it’s an authentic representation of MMA fighting. Real athletes choreographed the fights, trained the actors, and even got in front of camera as key characters or guest stars. For season 2, we wanted to bring that authenticity to life across all platforms, and speak to our MMA-loving fans in their own language.

UFC 200 REAL-TIME INFLUENCER ACTIVATION + GIPHY

With the UFC 200 approaching, it was the perfect time to insert Kingdom into the larger MMA conversation. Knowing fans would take to twitter to follow the action, we gave them the ultimate insider look through the lens of Kingdom.

For the event, we uploaded 100+ pre-cut GIFs (brutal) to the Kingdom Giphy Page. MMA fighter and influencer, Chuck Liddell, spent two days creating awareness for the live activation at the biggest UFC fight of the year. He took over Kingdom’s Twitter channel and used our GIFs to illustrate what was going down in real-time.

Alongside Liddell’s involvement, we ran a social sweepstakes, giving away tickets to UFC 200 and Fight Week to incentivize people to share their 360 photos from our on-premise activation.

Several GIFs trended to the front page of GIPHY, allowing fans to continue using Kingdom in their online communication even after the season finale. Our GIFs received over 12 million views over the weekend alone.

FIGHTS OF KINGDOM

On social, we played out the big headlining matchups as if they were real fights. We created authentic fight posters and weigh-in coverage to mimic the big pre-fight moments that happen in world of MMA. By leveraging the real fighters who cameo on the show with Kingdom talent, we were able to elevate reach and engagement around our content and pump up fans for #fightnight.

SHADOW BOXING INNER DEMONS

We knew that fans initially tuned into Kingdom for the MMA, but stayed for the drama. From substance abuse to uncontrollable rage, each character in Kingdom wrestles with personal demons. We visually represented their struggles in a provocative and arresting way that resonated with our audience.