MAYWEATHER-PACQUIAO KEVIN CAPP www.kevincapp.com HOW TOP RANK BOXING, INC. STOOD OUT ON TWITTER DURING THE RICHEST FIGHT IN HISTORY

BACKGROUND STRATEGY MY ROLE & OBJECTIVE On May 2, 2015 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.

BEHIND THE SCENES Deployed candid and unscripted moments to provide a sense of the fighters as people and the bigness of the event.

LEVERAGE INFLUENCERS Reach millions more fans by engaging brands and celebrities and leveraging their interest in Pacquiao.

PROMOTE OTHER PLATFORMS Reinforce Top Rank as the purveyor of exclusive content by promoting its YouTube channel, network partner, and streaming platform.

ATTITUDE ADJUSTMENTS Making the old new and the common unique: Take a snarky approach to widely distributed content and repurpose existing content by putting a fresh spin on it.

REAL-TIME MOMENTS Provide real-time coverage of the fight featuring key moments and people.

CONVERSION OVERSAW AND EXECUTED $50K BUDGET PROMOTED TWEET CAMPAIGN: ENGAGEMENT RATE FOR 3 TARGET AUDIENCES: TOTAL METRICS: MAY 2015 CORE: 11.6% GENERAL SPORTS: 8.8% GENERAL: 4.3% (ORGANIC & PAID) 19.3 MILLION IMPRESSIONS 319,000 PROFILE VISITS 6,781 MENTIONS 18,500 NEW FOLLOWERS

SALES FORCE $72 MILLION GATE 4.4 MILLION PPV BUYS $400 MILLION TOTAL REVENUE Mayweather-Pacquiao became the richest fight in boxing history.