Round 5 was a new company launching a line of MMA (Mixed Material Arts) action figures into an extremely brand loyal market. They understood the importance of a strong marketing campaign and connected with pressure*.

With a fast approaching launch date, pressure* exploited online communication channels such as Facebook, YouTube, and online MMA forums to quickly generate consumer hype. We strategically leaked prototype pictures, videos and information to the fans, who in turn spread the buzz.

The buzz created with the online campaign was so large, Round 5 was featured in a variety of MMA and male focused magazines. Media streams and publications like Maxim were rushing to feature the collectibles in their publications. Even radio stations and toy stores were desperately trying to acquire the news before their counterparts. Many small toy retailers around the world were so anxious to get their hands on the collectibles that orders began to accumulate before the product was even being produced!

Thanks to pressure*, Round 5 had also developed partnerships with large retailers to distribute their product which included Toys’ R’ Us Canada and Spencer’s across North America. For international customers the product was made available through Round 5’s website www.round5mma.com.

Round 5 was able to reach a large consumer base in a short period of time by leveraging the power of online relationships. The product was unique enough that when pressure* targeted it to the correct market, the product would sell itself. The outcome was extremely high traffic on the Round 5 website, thousands of emails and calls from fans and vendors, major toy and industry specific websites linking the product to their site, and bottom line, an excess of orders that had the product sold out before it launched.

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