Alan Reuter

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El Rey Network El Rey Network needed help getting the fanbase motivated for the second season of their hot show, "Lucha Underground." The agency Definition 6 created Lucha Yourself: an app where users can create their own digital Lucha Libre mask. The app won a Bronze ADDY Award in "Online/Interactive: Branded Content & Entertainment."

The app has a classic setup where the controls are on the left and the canvas is on the right. Controls are thorough and separated by tab to reduce screen clutter. Additionally, the background wallpaper can be used to promote any future seasons of the show.

The name generator adds depth to the mask. Simply add a name and click "Generate", and the app will add a custom Lucha Libre name to your mask. (For the record, my Lucha Libre name is "Abismo Diablo.") You can also add your own custom name if you'd like.

Usability on mobile devices remains intact. The default UI menu is now a collapsible tab, and the modal windows for editing become as big as the viewport.


In the first two weeks leading up to the second season premiere:

  • 1170 masks were tweeted from 700+ contributors, generating 3.5M impressions to 708k people
  • 15.4K visitors to the app generated 21.9K page views, with 55% of traffic coming from social and 65% of users on mobile devices
  • Contributing to a 9% lift in Twitter follows and 7% increase in Facebook likes
  • The app won the Bronze ADDY Award in "Online/Interactive: Branded Content & Entertainment"

Definition 6


Doug Dimon

Creative Director

Alan Reuter

Interactive Designer

Jason Roth


"Lucha Yourself" Logo

El Rey Team