We named Haye Day as the return of David Haye to the ring and as a recurring big live entertainment and sports event that culminates in a David Haye fight night in his pursuit to become the Heavyweight Champion. Our goal was to position Haye Day as a Saturday night out of entertainment that would appeal to both female and male fans, new and old.
To create instant high impact, we teased Haye’s comeback to boxing in partnership with LADBible in their first ever original content.
To further engage the nation and the millennial generation to join David Haye’s journey back to the ring, we devised the social media campaign Countdown to #HayeDay, engaging celebrities, media, cultural influencers and the public to own a day in a 30 day countdown to Haye Day fight night.
We partnered with Facebook to live stream training and sparring sessions, meet ups with Tom Hardy and Amir Khan, the launch of the new Hayemaker gym with David Beckham, official press conferences and we shot Labrinth live on a train from Leeds to London producing Haye’s new walk on music. We partnered with Snapchat to create the first ever live sports story at The O2 on Haye Day reaching 25% of the UK’s smartphone population and partnered with Instagram and YouTube to invite digital influencers to create content with David at his gym.
Our #HayeDay comeback campaign reached over 100 million people and trended number 1 on all social platforms for 48 hours., resulting in selling out The O2 on a marketing budget of £0.
On Haye Day, we turned The O2 into a Las Vegas nightclub with DJ performances from Idris Elba and Rickie & Melvin live on Kiss 100. Rudimental and Sigma followed with a live concert and in attendance ringside was One Direction, Tom Hardy, Idris Elba, Benedict Cumberbatch, Ellie Goulding and Sophie Turner.
We also created the first ever boxing match streamed live in Virtual Reality which received over 100,000 live streams through a partnership with YouTube.
Our success brought boxing back to mainstream TV and lead to The Haye vs Belew fight series which set record breaking PPV numbers earning revenues of £30m.