For UFC 141, PETROL was tasked with generating interest for, literally, one of the biggest fights in UFC history. Brock Lesnar, the defending heavyweight champion, would be facing arguably the biggest enigma in Mixed Martial Arts (MMA). As one of the most dominant kickboxers of his time, and eventual Strikeforce champion, everyone was curious as to how the gigantic Overeem would fare in the UFC.
Centering the piece on the line “It doesn’t get any bigger than this,” PETROL & the UFC focused on the sheer massiveness of the two fighters, and the gigantic importance of the Heavyweight Championship bout—the piece was specifically designed to feature the overwhelming size of the two warriors. With both fighters standing over 6’3” and 250 pounds, PETROL & the UFC’s campaign promised a fight that would not soon be forgotten, a true clash of the titans. In achieving more than $3.1 million in live gate sales, in addition to more than 535,000 PPV buys, the huge fight proved to be a colossal success.
UFC 143 was shaping up to be one of the biggest championship showdowns of all-time—a Welterweight Championship bout between the controversial, brash Nick Diaz and legendary reigning champion Georges St. Pierre. However, when St. Pierre pulled out with an injury at the last minute, we were forced to quickly adapt and recalibrate the campaign around Diaz and the low-profile Carlos Condit (now fighting for an interim championship belt).
In creating a gritty, authentic 3 piece series that also featured the juxtaposition and polar-opposite characteristics of the two fighters in utilizing close-ups of their faces, PETROL & the UFC were able to rapidly generate rabid fan interest for the fight; additionally, these pieces were also used as wild postings throughout the country. Despite the myriad challenges, UFC 143 nonetheless produced an exceedingly healthy $2.4 million live gate, in addition to 400,000 PPV buys.