The program started out as a basic title sponsorship: “Halo: Reach presents…” But mutual respect between partners (and sheer ambition) enabled us to grow the program into much more.The final event included an actual “Halo: Reach Fight of the Night” battle, never-done-before integration into the Pay-Per-View telecast including custom Halo: Reach animations, an exciting sweepstakes component for the chance to play Halo: Reach versus a real UFC fighter, a UFC.com online takeover, a targeted social media campaign, onsite game-play at the fight itself, and even an exclusive line of customised Halo: Reach/UFC premiums for the event audience.

A $540,000 budget yielded $4.5 million in marketing value…total knockout.The blow-by-blow:• 305 million total impressions.• 291million PR impressions.• 6.6 million online impressions.

• 4.7 million social media impressions.• 4.3 million viewers on Pay-Per-View.• A massive 105,000 unique sweepstakes entries.• ROI of 8.37 to 1.• The ultimate objective: $200 million in first-day sales, a new franchise record.UFC President Dana White himself summed up the program most memorably:“This campaign is unlike any we’ve ever done, and the state-of-the-art integration between our two brands will set the bar for future partnerships."