As the UK agency of record for “probably the toughest event on the planet”, Edelman are tasked with convincing a large, diverse audience of potential participants that they can tackle the intimidating challenge of a Tough Mudder and disprove the perceived end of the obstacle course ‘fad’.

We aim to show up in unexpected places to make the brand famous (again), and make Tough Mudder stand out amongst the crowded weekend warrior event landscape while re-exciting consumers about an event series that’s already been shocking participants for five years.

IDEA

Throughout the 2015 season, Edelman approached a variety of new media outlets with the opportunity to take on the challenge of a Tough Mudder and showcase the power of the event experience. To help the journalists and their readers believe “I can do this”, Edelman and Tough Mudder sifted through more than 2 million Mudder stories from around the world to identify the most relatable and inspiring accomplishments to share.

MAKING HISTORY

We celebrated the first tetraplegic to complete a Tough Mudder course when UK student Rob Camm, left paralysed in a car crash two years prior, powered through the course in a wheelchair controlled by his chin. Robb's accomplishment captivated the hearts of readers around the world, as featured on the BBC, Telegraph, Mail Online, Huffington Post, Press Association, Reuters and more. 

BUSINESS OUTCOME

Across the 2015 season, we delivered the highest annual UK media coverage in Tough Mudder’s history.

Our January season kick-off announcement coverage drove the highest single day of web traffic in company history, generating a 15% sales lift the day of the announcement and an overall 25% increase during the month of January.