Taking the Fight to the Streets - UFC Octagon Nation Tour

The Ultimate Fighting Championships (UFC) mania struck millions with knock out moments and ferocious fighters. In 2011, UFC aimed to strengthen loyalty with existing fans and educate potential fans about mixed martial arts. Dragonfli worked with UFC to design and develop a massive traveling activation, which could be adjusted to suit a variety of venues and audiences.

Dragonfli oversaw the construction of a custom 53-foot expandable semi-truck, complemented by trailers and tents. The trailer was meticulously branded including special memorabilia gathered from the UFC and cult collectors. In full, the activation sold merchandise, hosted autograph sessions, and included a video game station and photobooth. The main attraction, however, was the Fight Card challenge.

Using RFID wristbands, participants were invited to engage in five fight activities replicating actual fighters’ experiences. After the completion of the challenge, individual stats were uploaded to a digital fight card, including a JPEG replica of an actual UFC fight card and social URL. The cards were emailed to each participant for their use. Dragonfli managed the Octagon Nation tour from April 2011 to Nov. 2012, working with UFC to coordinate a schedule of more than 120 events that included fights, retail appearances, music festivals, fairs and more.


– Brand Strategy
– Creative
– Concept Creation
– Operations & Logistics
– Experiential Marketing
– Content Marketing
– Event Production
– Storytelling


Video courtesy of Ariel Helwani