The Professional Fighters League (PFL) is putting its MMA fighters through a brutal playoff system, promoting a “fight twice, same night” format and a campaign to match the brutality of the sport.
The PFL, which claims to be the first organization ever to present MMA through a regular season, playoffs and championship format, is headed to Las Vegas for the playoffs at Mandalay Bay on October 11, 17 and 31, and the action will feature a first-ever fight twice, win twice in one-night format. The champion of each division walks away with a title and a million dollar prize.
The multichannel marketing campaign encompasses digital, TV, radio, social, gaming and out-of-home, including a 60-second television spot that will appear on ESPN properties. The spot features its fighters, including Lance ‘The Party’ Palmer, Alex ‘The Spartan’ Nicholson and Kayla Harrison delivering some brutal blows.
The campaign also will include a weekly episodic social series based around the themes of ‘The Toughest Fighters Fight Twice In The Same Night To Advance to the Championship’, ‘Bracket Breakdowns’ and ‘Fighters as Characters’, as well as short-form video fighter profile pieces across digital media and a 2019 PFL Playoffs Preview Show on ESPN2.
Plus, DraftKings will have a bracket challenge with $50,000 in prizes, a fly-away sweepstakes, pick ‘em game and custom content featuring Randy Couture.
The full creative campaign was built by PFL’s in house team, the 60-second spot was built in collaboration with PFL partner Northern Lights.
See the promos by clicking on the Creative Works box below.