Tough MudderPost Event Blog

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

Objectives

Connection

Experience

Loyalty

Page 3

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

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.

Page 5

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.

Page 6

Objectives

Post Event Blog

Connection Experience

Loyalty

Page 7

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

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

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 lester@getchute.com, VP Customer Dev at Chute Tech. Page 10

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

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

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

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

Measures of Success

Page 15

Increased site traffic

Boost in social media posting/sharing (can also determine most active cities)

Increase in WTM submissions

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

Thanks!