"We didn't come to take part, we came to take over!"

Not just anywhere, but to take over Las Vegas. The UFC owned Las Vegas for the week, it was their town, they were everywhere and the Thuzi Event Pass Platform was the foundation of the Vegas Tech Takeover.

Thuzi’s cloud-based platform is dynamically configurable and offers virtually unlimited scalability to create a network of activations (photos, video, GIF’s, check ins, trivia, etc.). Thuzi configured hundreds of custom activations that leveraged numerous technologies that blanketed Las Vegas and provided fans with the ability to simply tap their RFID/NFC badge, wristband or QR code on their mobile phone to participate. Content was instantly branded UFC and shared to the fan’s social networks so friends and followers could immediately participate in the experience. Facebook amplification averaged 401 friend interactions per every piece of content shared (photos, videos, GIF’s).

A key factor in the UFC’s growth in popularity is the unique access that fans are provided to the UFC brand. Fans get to know young fighters as they break into the UFC on The Ultimate Fighter hit show. That accessibility to the brand is amplified at UFC live events where fans are given the opportunity to rub shoulders with UFC fighters, Octagon Girls, TV personalities and Hall of Fame legends. The overall objective for International Fight Week campaign was to have the UFC “Takeover Las Vegas” and provide unprecedented brand connectivity (up close and personal) to tens of thousands of fans throughout the entire city of Las Vegas. The result was a wired city where fans could simply tap their UFC credentials (badge, wristband or QR code) to earn UFC Rewards points, gain exclusive access to pool and viewing parties and instantly share their experiences with their friends and followers on social networks. The campaign also included the integration of sponsors that included: Reebok, Kraft, Bud Light, Monster Energy, Toyo Tires, Harley Davidson, EA Sports, MusclePharm, UFC Gym and MetroPCS.

The UFC Vegas Takeover included pool parties, hotel lobby kiosks, meet and greets, photo ops, 5k run, the Las Vegas Monorail, televised events such as the pre-fight weigh in and spanned not only from one end of The Strip to the other, but also reached out to Freemont Street, Red Rock Resort and Hendersonville. The campaign unleashed hundreds of devices: laptops, tablets, handhelds, Rewards Check In kiosks, drones for video, RFID readers, QR Scanners, touch screens, DSLR cameras, mobile devices, video cameras and a real-time Azure Cloud infrastructure. The result was a wired Vegas where the UFC brand had significant presence and fans had a way to quickly and easily participate in an authentic way.

Activation locations included:

  • Vegas Monorail
  • Sands Expo
  • SLS Hotel
  • Liquid Pool
  • Foxtail Pool
  • DoubleBarrel at Monte Carlo
  • RiRa at Mandalay Bay
  • Green Valley Ranch
  • Palace Station
  • Red Rock Resort
  • Santa Fe Station
  • Sunset Station
  • Lagasse's Stadium
  • Freemont Street
  • ARIA Resort
  • MGM Grand

Scale and configurability was key to the success of the campaign. With over 50 celebrities participating in meet and greets at multiple locations and numerous co-sponsors, the permutations for customized branding was daunting. The ability to create and customize activations dynamically was critical. For example, photo activations had specific social share text and overlay branding based on which celebrity participated in the meet and greet and it was all able to pivot at a moments notice and in real-time.