CREATING, MAINTAINING and SUSTAINING BRAND EQUITY: TOUGH MUDDER
Tough Mudder "post event blog"
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Transcript of Tough Mudder "post event blog"
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Tough MudderPost Event Blog
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Table Of Contents
Objectives.................................................................................................
Sample Blog..............................................................................................
page 3
page 8
TouchPoints
“Social Stream” .......................................................................................
“Local Banner” ........................................................................................
page 10
page 9
“Conditions Snapshot” ........................................................................... page 12
“Best of Gallery ....................................................................................... page 13
“WTM: Submit Your Time” ...................................................................... page 14
Measures of Success .............................................................................. page 15
Additional Thoughts ................................................................................ page 16
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Objectives
Connection
Experience
Loyalty
Page 3
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Objectives
Connection
Give participants and non-participants a reason to get excited about Tough Mudder – before, during and after the event
The blog will build awareness, character and value of the Tough Mudder brand
Page 4
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Objectives
Experience
Half of the Tough Mudder experience is showing off your accomplishments! The “Humble Brag” they call it.
The post-event blog will provide participants with a platform to share their Tough Mudder experience.
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Objectives
Loyalty
With carbon-copy imitations (see Spartan Race, Mud Run, et cetera) threatening the endurance-event market, Tough Mudder needs to secure past, present, and future participants
The post-event blog will drive loyalty through delightful user experience and engagement.
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Objectives
Post Event Blog
Connection Experience
Loyalty
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTINProof of Completion
@CANTTOUGHTHIS @mUddbUTT 42 SHARES39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHdAd 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@mArATHONmOm 165 SHARES
“WHO SAW THe TeAm Of “SALmON GOING UPrIVer??” SO AWeSOme”
@yOUWONTyeSIWILL
@rAykIm_
LOAd mOre
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
2
3
1
4
6
5
Crowd-sourced social stream of event: Submitted directly or collected through Instagram & Twitter. (page 10)
2
User “submit” button, instructions on how to stream photos (page 11)
3
Local event Banner (page 9)1 “Conditions Snapshot” date, latitude/longitude, temperature, map and weather conditions. (page 12)
4
5 Tough Mudder event awards and recognition (Page 13)
World’s Toughest Mudder time submission (page 14)6
?
Community Blog Landing Page
Page 8
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@shkirmyht 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW tHe teAM OF “SALMON GOING UPRIVeR??” SO AWeSOMe”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Local Banner
PurposeSet’s the tone for the pageIdeally has local flavor (cowboys in Texas, Red Sox in Boston, gamblers in Vegas)
Page 9
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHdAd 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@mArATHONmOm 165 SHARES
“WHO SAW THe TeAm Of “SALmON GOING UPrIVer??” SO AWeSOme”
@yOUWONTyeSIWILL
@rAykIm_
LOAd mOre
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Social Stream
Purpose: Aggregate content and media from specific events and present stream into one seamless platform
Contact [email protected], VP Customer Dev at Chute Tech. Page 10
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHdAd 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@mArATHONmOm 165 SHARES
“WHO SAW THe TeAm Of “SALmON GOING UPrIVer??” SO AWeSOme”
@yOUWONTyeSIWILL
@rAykIm_
LOAd mOre
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Stream Submit
WE HEAR EVERYTHING IS BIGGER IN TEXAS!!Use hashtag #TMAUSTIN to share your photos and stories from this weekend
Purpose: Instruct participants on how to submit their photos/stories to the stream using social mediaIncludes localized phrase (“everything is bigger in Texas”) as well as unique hashtag
Page 11
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@shkirmyht 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW tHe teAM OF “SALMON GOING UPRIVeR??” SO AWeSOMe”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Conditions Snapshot
Purpose: Connect with participants and non-participants to the conditions of the event days. Provide context and compliment the content from the social streamIncludes unique infographic with location-specific “data” (gimmicky) Page 12
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@shkirmyht 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW tHe teAM OF “SALMON GOING UPRIVeR??” SO AWeSOMe”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Best Of Gallery
Purpose: Honor participants and their efforts; Drive participation and creativity in the event;Tell unique stories from the event
Page 13
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30’26° N 97’ 74° WSaturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
SHAre yOUrSTOry frOm
AUSTIN
GO
@STfUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@SHkIrmyHT 42 SHARES@SHkIrmyHT 42 SHARES @SHkIrmyHT 42 SHARES
@shkirmyht 42 SHARES
@SHkIrmyHT 42 SHARES
“AUSTIN GOT mUddy AS
f*$#!!”
@TXLONGHOrN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW tHe teAM OF “SALMON GOING UPRIVeR??” SO AWeSOMe”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds ToughestSubmit your time Here
Proof of Completion
?
Community Landing Page -- Submit Your Time
Purpose: Tough Mudder is looking for ways to generate interest and drive participation in World’s Toughest Mudder. At least you were in the application process! =) We will put World’s Toughest Mudder on people’s radar by seamlessly integrating the submission process at the same place participants go to to share pictures and stories.
Page 14
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Measures of Success
Page 15
Increased site traffic
Boost in social media posting/sharing (can also determine most active cities)
Increase in WTM submissions
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Additional Thoughts
Once we publish the Re-cap video, where on the blog can we put it?
How about YouTube?
How do you get to the page? (similar to the event map?)
Page 16
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Thanks!