The Mayhem Classic
I led the full content rollout for the Mayhem Classic. We started early with a vault-style teaser series, using Rich Froning’s most iconic moments to build hype before the event was even announced.
The campaign was split into three phases — tease, hype, and live — with each piece of content built to do a specific job. We leaned into trailers, athlete profiles, and raw behind-the-scenes clips to keep it authentic across Meta, YouTube, and email.
Results:
7.2 million total impressions
202,000 content interactions
7.22% engagement rate
4.7 million impressions during event weekend
The goal was simple. Build momentum. Get people talking. And create the feeling that something big was coming without revealing too much.
Tease Phase
After we kicked off with the Open teaser, we shifted into full hype mode. Then came The Vault. A short series where Rich shared iconic moments from his competition career. Each one tied into legacy, teased what was coming, and kept things vague
HYPE Phase
The event kicked off and everything we built came to life.
We posted in real time. Daily highlights, raw BTS clips, quick-turn edits, and full recaps that captured the energy inside the building. Each night we dropped a recap reel that became some of the best-performing content we’ve ever posted.
The Mayhem IG turned into a live event feed. Over 4.7 million impressions across the weekend. Nothing overproduced. Just real moments, solid timing, and a team that was fully locked in. We also hosted a full broadcast of the event.
The vault content we rolled out before the event gave it all more weight. It wasn’t just a comp. It felt like a comeback. And the community showed up for it.