Mayweather flexes marketing muscle with Shots fight announcement

Jane Bracher

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Mayweather flexes marketing muscle with Shots fight announcement
In the age of the social media, Mayweather once again proves that the medium really is the message

MANILA, Philippines – It turns out Shots is not just for selfies. It’s for major a announcement of the biggest fight in boxing, too.

Floyd Mayweather Jr. took to the photo-sharing application Shots Saturday, February 21 (Friday, February 20 in the US) to officially announce that the long-awaited and highly-anticipated megafight between him and Manny Pacquiao on May 2 is a done deal.

The American boxer is an investor of Shots, which is a mobile app primarily used for taking and sharing selfies, and he made sure the app gained significant traction through boxing.

Mayweather, a known successful businessman who turns 38 on Tuesday, February 24, took a different, not so predictable, but brilliant route in announcing the huge fight that’s been half a decade in the making.

Announcing the fight first was reportedly part of the deal for Mayweather, and he avoided going to big news outlets for the story as he also sidestepped huge fan-fare at big events.

For instance, many anticipated an announcement at the previous Super Bowl, but none came. Another opportunity was at the NBA All-Star Weekend, but it didn’t happen either.

The pound-for-pound champion’s Twitter account, which boasts 5.6 million followers, was also not the primary medium. If anything, it was simply an avenue to funnel information-hungry netizens to the App Store or Google Play Store and download the app.


Mayweather even had some help from the App Store Twitter account, which teased the announcement 20 minutes prior and asked people to download Shots.


Filipino boxer Pacquiao, on the other hand, used old reliables Instagram and Twitter to make the announcement and release a statement.




The app, which was released in November 2013 and also funded by Justin Bieber, had over 3 million users as of November 2014.

In the age of the social media, Mayweather once again proves that the medium really is the message. – Rappler.com

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