at the MGM Grand Garden Arena in Las Vegas, Floyd Mayweather and Manny Pacquiao clashed in the most anticipated boxing match in recent memory. It was the culmination of a six-year, on-again, off-again negotiation. In the end, the fight involved two networks (HBO and Showtime) and two promotional companies (Top Rank Boxing, Inc. and Mayweather Promotions). Given these complications and the long, slow build up, once the two greatest fighters of their generation finally met in the ring, media coverage and fan interest around the world reached heights not seen in boxing in decades. It wasn’t just a fight; it was an event. As Manny Pacquiao’s promoter and co-promoter of the event, Las Vegas-based Top Rank needed a social media strategy that hinged on its access to the Filipino phenom’s training camp, pre-fight events, and the fight itself. That was the best way to separate the 49-year-old company’s coverage of a fight being scrutinized by media outlets across the globe. So Top Rank embedded a video crew and a photographer in Pacquiao’s camp, at fight week events, and in the arena on fight night to provide a steady stream of content. My role: make Top Rank’s Twitter account the destination for exclusive content and drive sales. Both remotely and on-site in Vegas, I worked with Top Rank’s creative director, digital media manager, video producer, and still photographer to execute a campaign based on leveraging this unique access. Here’s how I achieved this objective.
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