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© Copyright 2019 Daniel J Edelman Ltd.
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.
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.
In January, we announced the brand’s innovative new obstacles and a renewed commitment to teamwork and resolution through a global media tour.
We debuted Mudder Maker, the first official Tough Mudder training course from Virgin Active and issued a challenge to more than 30 first-time Mudders from top fitness and lifestyle outlets to take what they learned on the gym floor and put it to the test at an event.
We also announced the new Fruit Shoot Mini Mudder event, an opportunity for children ages 8-12 to experience the thrill of getting in the mud alongside their parents, and enlisted top parenting and lifestyle journalists and their children to come out for a day of family fun in the mud.
We worked with Good Morning Britain to create a customised event that would put their presenters, celebrity friends and viewers through some of Tough Mudder’s signature obstacles. “Tough Mums” documented the inspirational stories of everyday mums across the UK for a month on the top morning show, leading up to 50 mums from the GMB audience taking on one of the biggest fitness challenges of their lives alongside their presenters and celebrity friends.
How better to demonstrate just how much fun and achievable a Tough Mudder is than to put journalists at the heart of the action? Across Tough Mudder’s 8 events in the UK and Ireland in 2015, Edelman facilitated the training, preparation and attendance of more than 400 journalists.
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.
Number of impressions
Total media placements
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