Tough Mudder Activation
Brief
Rockitfish were contracted to activate Bosch’s sponsorship of Tough Mudder, including concept development, design, production and management of their onsite experience at the ‘Basecamp’. We also managed and curated their Facebook campaign.
Tough Mudder's core values of strength, stamina, endurance and toughness aligned with those of Bosch Power Tools, and they felt the partnership brought personality to the brand. Their tools could be used to build the obstacles, and it created interest with trade press, which could be leveraged by creating press teams to participate in the events. Tough Mudder estimated that 20-25% of participants were professional tradespeople, and so the Basecamp activation offered a great opportunity for us to engage with those users face to face.
We were asked to design a high adrenaline activity to attract large numbers of participants to the space and to generate content for amplifying the experience through their social media channels.
Solution
Spanning 5 months, the events were held over 10 weekends in 7 different locations, from the South of England to Scotland. The solution included a strength machine for visitors and a photo opportunity against a branded back drop, facilitated by our brand ambassadors.
The overall number of guests were over 110,000 and the main KPI was to have over 10,000 photo opportunities to post as part of the social media campaign – of which we exceeded by 40%.
