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Mud Hero is an experiential event developer and operator, offering participants a fantastic mud covered experience. It’s the muddiest challenge race ever that cranks your adrenaline as you push yourself and your fellow Heroes to the finish line, smiling every inch of the way.
Mud Hero is an experiential-based obstacle running event brand that was new to a crowded market with strong entrenched competitors predominantly from the US. They needed help to establish the brand and differentiate themselves from those other competitors in order to build participation that would allow for expansion into other important markets quickly. Additionally, the start-up was on a shoe string budget and the profits had to fuel the growth of the brand and new events.
Not everyone is a fitness fanatic who wants bragging rights, if the challenge is too great it can alienate the broader population.
Our brand strategy was to focus on people who stayed fit through an active lifestyle and wanted to go to events that provided a fun way to be active with moderate challenge. We believed this would make the brand more accessible and allow us to tap into the female and family audiences that were essentially alienated by the competitive set. Our creative focused on two things consistently: people having fun at the event and getting VERY muddy. The brand would become synonymous with these two traits over time.
Early on we focused on digital marketing; building a website that could perform like a virtual sales force with deep analytics that would allow us to refine how we bring prospective participants in and through to registration. We leveraged social and word-of-mouth communications to build credibility for the event experience. Once we got a participant, we nurtured the relationship to bring them back for multiple events. Through data collection we were able to capitalize on under indexing demographic segments relative to their population, ultimately optimizing participation in each event market.
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