Case Study: UFC achieves 10x audience growth and drives Fight Pass traffic with Ion Interactive

UFC - Customer Case Study

Rock Content (formerly ScribbleLive) partnered with the Ultimate Fighting Championship (UFC) to boost brand awareness and interest in mixed martial arts across EMEA and to create a live second‑screen experience for TV viewers. UFC’s goals were to let fans follow the action in real time, spark interest in the sport, and drive traffic and subscriptions to UFC Fight Pass.

Using a Rock Content microsite and platform tools, UFC ran eight hours of live coverage with a planned content schedule for each of the ten fights, plus prepped bios, quotes, expert analysis, walk‑in audio, and live fan reactions. The campaign attracted more than 25,000 unique visitors (about 10× previous coverage), with an average time on page of ~16.5 minutes; syndication through the Scribble Market drove 74% of traffic, and the live coverage sent over 5,000 unique visitors (≈20% of total) to the UFC Fight Pass landing page.

UFC

David Allen

EMEA Director of Brand Communications and Event Management