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Mastering social media marketing on Twitter to sell Floyd/Canelo PPV buys

By Zach Arnold | September 12, 2013

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The trend is your friend. So is having everyone parrot your PPV sales pitch, whether they get paid or not to do it. Celebrities & athletes with a whole lot of followers.

Notice a trend? You will now.

At least one person asked the obvious…

Perhaps the UFC & Fox may take a page from this marketing playbook for future shows.

If you’re curious about the financing of the Floyd Mayweather/Canelo Alvarez fight, check out Jonathan Snowden’s article about Golden Boy & Showtime having to come up with $60 million dollars to pay the two fighters by Monday. What’s also interesting to note from the article is the discussion about Golden Boy running 100 fights a year and how volume is where they make money on the margins. That’s topical given the recent news about the TV tax situation in California.

Topics: Boxing, Media, Zach Arnold | 23 Comments » | Permalink | Trackback |

23 Responses to “Mastering social media marketing on Twitter to sell Floyd/Canelo PPV buys”

  1. Logical says:

    For most of them tickets were the incentive, and funnily enough… they also had to pay for them, so maybe i should say the incentive was the right to purchase a ticket lol

  2. 45 Huddle says:

    As somebody who doesn’t like product placements in TV or Movies. Who would rather pay $3 per episode then watch it with commercials. I find this disgusting on so many levels.

    Either these people give somebody else permission to write tweets on their behalf. GARBAGE!

    Or they are taking money in order to send out advertisements on their twitter accounts. Also, GARBAGE!

  3. david m says:

    Snowden’s article was quite good. Twitter stuff is smart advertising. It is amazing that despite the hype for the fight, it is undoubtedly the #2 sporting event in America saturday behind Alabama vs Texas A&M

    • edub says:

      I think that’s a good reminder to combat sports fans who like to act like a really big fight is nationwide news. This one definitely is, but if people had to choose what they would watch the Bama vs. J Football game would undoubtedly win out.

      • 45 Huddle says:

        NFL, MLB, NBA, College Football, & College Basketball. Anything outside of these big 5 just doesn’t register for the average sports fan. Those are the big 5.

        Golf, Tennis, Racing, Boxing, UFC, NHL, Soccer, & WNBA…. Those are the next 8 big ones with varying degrees of being niche sports.

        Golf & Tennis get more attention for “majors”. Boxing & UFC get more attention for “big” fights. Racing, Soccer, NHL, & WNBA have such specific niches that it is hard to get fans outside of the fanbase to care.

      • RST says:

        A really good fight>a really big fight…

        Apparently Diaz/GSP was a really big fight.

        I find that similar to the utter uselessness of paying attention to boxing…

  4. Steve4192 says:

    “Perhaps the UFC & Fox may take a page from this marketing playbook for future shows.”

    I’m pretty sure the UFC wrote that marketing playbook. They embraced social media long before most companies saw the marketing potential. The have been pioneers in the field, particularly when compared to other sports entities.

    • Zheroen says:

      Especially when it comes to high-profile fighters making rape jokes!

    • Dave says:

      Did they really write that book? Dana desperately tweeting Justin Bieber for his thoughts on the big fight != a famous person tweeting about a fight on their own in a coordinated campaign with other famous people.

      • Jonathan Snowden says:

        Agreed. The difference in scope is remarkable. Dana White has built a great Twitter following, but he seems to use it primarily to yell at fans. I’m not sure how well they have done turning it into viewers.

        • nottheface says:

          The co-ordinated celebrity twitter campaign isn’t new, it was lifted it from VH-1 marketing campaign for Anvil! The Story of Anvil.

          And Snowden, great breakdown on the business of Mayweather-Canelo.

  5. 45 Huddle says:

    Vladimir Matyushenko vs. Houston Alexander… After 2 rounds…. Is a great example of why a “senior” division is not a good idea in MMA. Once athletes are past a certain point, it just gets really ugly really fast in MMA.

  6. RST says:

    Despite the fact that Conelo is hand picked out of hundreds of thousands of aspiring boxers who would whoop maynots ass,
    I hope Conelo breaks that “contract”.

    Is there a worse Arsehole isht talker than dana,
    then maynot?!

  7. 45 Huddle says:

    Went to the theater for Mayweather/Canelo. There was about 20 or so old guys there. The rest of the crowd was complete ghetto trash. And the theater I go to is not in a bad area.

    Lets just say that one of the biggest “pops” was when Little Wayne was shown.

  8. RST says:

    Interesting that conelo lost a dec.

    That pretty much means that he may as well have won the fight.
    He’ll never get the decision.

    I wonder if maywhether is running out of easily beatable AND justifiable shlubs.

    • Chuck says:

      Interesting? Mayweather dominated the fight! What fight were you watching? Hell, the judges had the fight too damn close. One judge had it a draw! How the fuck? It should have been no closer than 118-110, maybe 117-111 or 118-111 if you are being nice (judges aren’t supposed to be nice). Mayweather looked his best in quite a while.

      • edub says:

        I had it 116-112.

        2 of the rounds I gave to Canelo were razor thin close. So it easily could have been 118-110. The only clear round Canelo had was the 12th, and that was strictly because Mayweather didn’t have to do anything.

  9. RST says:

    Still waiting on that maywhether hightlight reel.

    (holding my tool…)

  10. liger05 says:

    Its crazy how much hate Mayweather gets. His a special fighter who makes quality opponents look average. His right had is one of the best punches ever. Every win Mayweather has had since the Hatton fight makes Hatton’s performance look better.

    Cant believe already I am reading online the haterz claiming Mayweather will duck GGG. That’s right a 147lbs fighter is going to duck the 160lbs Middleweight champion. Its a joke how much hate Mayweather gets. His just too good!!!

    • edub says:

      Mayweather has fought his last two fights at 154, and GGG has said he can still make 154 quite easily (Martinez has said the same).

      He’ll most likely fight neither, but I don’t think that should be considered ducking.


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