84K+ Virtual Interactions & 2X Engagement: Etihad Arena’s Success

In October 2021, Etihad Arena hosted the Ultimate Fighting Championship (UFC 267). The brand wanted to supercharge the fan experience and propagate social media visibility. However, achieving this goal wasn’t as simple. Here are some challenges faced by Etihad Arena:

• Fan Engagement: Etihad Arena wanted to make attendees actively participate in the event and post on their social media network.
• Content Amplification: Etihad Arena and UFC already have an international fanbase. With the existing fan-generated content, their next goal was to multiply this content.
• Venue Atmosphere: Etihad Arena wanted to create an interactive and engaging experience for the attendees.

Etihad Arena used Social Walls to capture the fans’ excitement. The platform pulled in social media posts with the designated hashtags via #UFC267 and #EtihadArena, displaying them on large screen LCDs and Pillar Wraps strategically placed throughout the venue.

How Etihad Arena Achieved Their Goals :

• Real-Time Buzz: Social Walls showcased fans' excitement in real-time, creating a more engaging and electric vibe.
• Content Control: Etihad Arena had complete control over the content displayed on the social wall with AI-powered content moderation, creating a better brand experience.
• Call To Action: An engaging ticker with a clear call to action encouraged attendees to jump in and share their posts using the hashtags.

Here is what people at Etihad Arena have to say about Social Walls :

Social Walls helped Etihad Arena fuel the fans’ excitement and magnify the event’s success.

• Over 84,140 social media interactions were registered during the UFC 267 event.
• The Social Walls kept the attendees excited and actively participating in the event.
• The platform collected over 1054 User-generated content in just two days.

The effectiveness of the social media wall convinced Etihad Arena to adopt it for global events. Social Walls was highlighted at Etihad Arena for Events like USA-based Harlem Globetrotters, Italian award show- Accademia Teatro Alla Scala, and more.