The Constellation Brands Modelo team came to Promo Social looking for a unique first-to-market activation idea that would effectively promote their three year partnership with the UFC. Promo Social created the Modelo UFC Fighting Spirit VR Challenge to drive beer consumption and awareness of their partnership at bars and restaurants nationwide. Our team of market managers and promo models hit thousands of Modelo’s key accounts on UFC Fight Night to give customers and fans free samples of Modelo Especial and Negra and inviting them to “Step Into The Octagon” for an immersive VR experience asking them to “Show Us Their Fighting Spirit” and a chance to see what it’s like to fight a real UFC fighter. This is the first time this type of experience has ever taken place in a bar environment. The campaign started in 6 markets and have expanded to 20+ markets nationwide. As a full-service brand activation partner, Promo Social handled all kit distribution, staff recruiting and hiring, bar spends, execution, recaps and all reporting.