UFC Tries Word of Mouth Marketing with College Kids

Posted: September 13, 2010 in Local MMA, Marketing, PR, UFC

The focus of marketers is continually changing in this economy.  With everyone fighting for the same consumer dollars, how do you stand out?  I’ve noticed three realms where people have placed the most focus over the last year: social media, mobile applications, and brand ambassador programs (offline events).

These are all areas that have heavy engagement and lead to direct dialogues versus traditional ads/commercials that are a one-sided conversation.   Since a happy customer may only tell a few people about an experience and an unhappy customer will tell the world, you have to be careful how you engage.  The UFC has done a better job than most in terms of social media, but what I saw recently was a move toward the offline world with an ambassador approach.

This month, the UFC kicked off a Word of Mouth campaign for college students to help promote their print magazine and the MMA promotion as a whole. According to UFC.com, here is the official job description:

UFC magazine is looking for outgoing, motivated college students who are tapped into life on campus – online and off — to help spread the word about UFC. Talk about a cool gig – working as a college rep gives you access to the inside world of UFC, plus it can’t hurt your resume to have experience with one of the fastest-growing brands in the world. As a part of the UFC College Rep Program, you’ll help introduce your peers to the UFC magazine, promote the UFC name, features, products, lifestyle and — of course — encourage readers and viewers.  As a UFC College Rep, you are expected to be a true brand ambassador. By building your own network of fans on campus, you’ll become the “campus gateway” to the UFC. You will be the first to know of upcoming UFC features, while also occasionally receiving merchandise and invitations to exclusive events. Utilizing word of mouth marketing and social media tools, you’ll share the wealth with your peers.

You will also have the opportunity to:

  • Promote and execute UFC events, from magazine launches to TUF tryouts to viewing parties.
  • Be our “eyes and ears of the Octagon” on your campus, reporting on trends, attitudes, what’s in vs. what’s out.
  • Volunteer at UFC events. You might even be able to host your own on-campus viewing party!
  • Work with us to create a marketing plan for UFC on your campus.
  • Receive monthly mailings, casting call information, newsletters and reports from inside the Octagon.

Ready to apply? Shoot us an email at campus@ufc.com. Tell us in 250 words or less why you’d be the best rep for your campus. Remember to include your name, school, age, year of graduation, and links to facebook or twitter accounts with your response.

I think this sounds like an incredible program for college students.  You will receive insight on events, receive marketing experience with a top-tier international organization and you’ll be able to tell your friends you did more than just grab someone a cup of coffee or make a copy of a TPS report.

For the UFC, this further solidifies its reputation with a key demographic and helps secure potential new fans and employees in the process.

Would you have liked a gig like this when you were in school?


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