The Challenge
UFC featherweight champion Alexander Volkanovski was set to defend his title at UFC 273 in Jacksonville, Florida - a huge fight requiring strong promotional support in the Australian market.
With a solid influencer strategy already at play, this moment called for something bigger: a breakthrough campaign that would engage a broader, mainstream audience and elevate the pay-per-view event beyond traditional fight fans.
The Solution
Enter The Inspired Unemployed - household names in Australia with a massive social following and a genuine love for the UFC.
Working closely with our PR lead, we developed a collaborative content strategy with Matt and Jack that balanced their comedic style with the intensity and drama of fight week. The partnership kicked off with a sketch featuring UFC heavyweight Tai ‘Bam Bam’ Tuivasa, capturing attention across their audience base and putting the UFC front and centre in Australian social feeds.
We then invited them to Jacksonville, where they gained behind-the-scenes access to UFC 273. From press conferences and weigh-ins to Octagon-side experiences and exclusive time with Alexander Volkanovski and his camp, the duo documented their journey through Instagram Stories, Reels, and a YouTube vlog.
In addition to their own content, we captured original material for the UFC’s social channels, giving fans a unique crossover between fight culture and mainstream entertainment.
The Results
The collaboration delivered millions of views across platforms, with engagement driven by the seamless fusion of sport and entertainment.
Media coverage around the partnership further amplified reach, delivering earned PR value that extended far beyond paid impressions. The success of the campaign led to an ongoing relationship, with The Inspired Unemployed attending future UFC events and continuing to co-create content using the same winning formula.