For their new social campaign that premiered January 19th, Boost Mobile tapped frequent collaborator Quinton 'Rampage' Jackson for a series of hilariously unexpected social videos to coincide with his upcoming appearances in the Bellator Heavyweight Grand Prix.
“Every MMA fighter has that 'switch' they need to turn on when they go into battle, but we thought it would be fun to also explore how they relax when that switch is turned off,” says John Zegowitz, Executive Creative Director at Schiefer Chopshop.
Viewers will get to see a side of Rampage they haven’t really seen, including a comedic homage to the iconic pottery scene in Ghost, blending up raw eggs with the help of a conflicted chicken, even a relaxing bubble bath with his fluffy, green-haired dog, Gizmo. After these “switched off” moments Rampage immediately flips the switch on, going through a series of ferocious workouts.
“We’re thrilled to revisit our partnership with Rampage as he gets set to fight in the Bellator Grand Prix,” says Jeremy Agers, Sr. Manager Social and Brand Integration at Boost Mobile. “As ferocious as he is in the ring, Rampage also has a great sense of humour, which you’ll see on full display in this social campaign.”
Social videos and content will be rolled out over the next few months, and will be timed to correspond with the seven fights of the Bellator Heavyweight Grand Prix, which started with Rampage Jackson versus Chael Sonnen last Saturday night.
Teaser videos were shared on Instagram, but the bulk of the content was featured via Instagram story on Boost Mobile’s feed. To maximise reach, Rampage Jackson’s social channels were also leveraged, where he created his own Instagram stories with unique “Switched Off/Switched On” moments.