Having achieved success in America, Tough Mudder turned their attention to breaking into the UK market and growing the brand this side of the pond. We helped them achieve this by securing widespread coverage in the national print and broadcast media. Tough Mudder rose from a brand with almost no presence in the UK to one of the biggest obstacle course events, in what was a very crowded market.
Tough Mudder had established itself as a leading mass participation event brand in USA but it had no brand presence in the UK, which meant driving sales for its first three UK-based events would be a challenge. Tough Mudder approached us to help drive sign ups for these all important launch events, and implement a PR campaign which would catapult the brand into the public’s consciousness.
Strategy and Implementation
- Placing profile pieces on the founders in the national business press.
- Providing journalists’ with inspirational case studies of individuals who had taken part in Tough Mudder.
- Giving journalists the exclusive opportunity to experience the event in USA ahead of the UK launch.
- Journalists were also, subsequently, invited to take part in the UK events.
- Providing on-event communications support for both the brand and the journalists attending events, together with managing the dissemination of post event imagery and press materials.
Originality and Creativity
To ensure as many journalists as possible understood the ‘Tough Mudder experience’ we set up three obstacles in a London park, led by a former member of The Special Forces. Media were put through their paces and offered unique advice on how to tackle obstacles. Ten media outlets took part in the event, including the Daily Mail Online, which produced a full preview of Tough Mudder – including a video diary of the day, and London Evening Standard, which positioned Tough Mudder as the leader in the UK endurance event market.
Results and Evaluation
Tough Mudder went from being virtually unknown in the UK to becoming one of the leading obstacle events in an increasingly competitive market. The brand came close to meeting the sales levels reached at its debut US event – a huge achievement for the business.
- 9,000 people took part in the first Tough Mudder event in Kettering (in comparison to 10,000 for sell out events in the US).
- 6,500 took part in the second event in Dumfries, Scotland.
- 6,500 signed up for the third event in Cheshire in sub- zero temperatures!
The Mail on Sunday