Down and Dirty
Runamuck – Ireland’s most popular obstacle mud run challenge
11km. 50+obstacles. Bogs. Ditches. A lake to cross. Bale Jumps. Net Crawls. And a wide variety of terrain to cover. For some, this sounds like hell on earth. We couldn’t wait! (To work on the project that is, not take part 😉)
We were tasked with delivering a campaign that would increase awareness of the yearly run and increase ticket sales.
The run took place in early March, one of the last big events to take place in Ireland before the lockdown!
What we delivered:
- 5-month campaign: delivered online and offline
- Brand ambassador activation
- Partnership with Deric Ó’hArtagáin – Irish TV broadcaster and environmentalist
- Produced content and drove a new audience to Runamuck social accounts / website / direct link to register
- Media launch
- Nationwide coverage in print media and key trade publications
- Radio campaign
- Launch videography (including drone footage) and photography
- Designed and branded the run route
- Branded merchandise for all participants
- Event videography
- Live social feed from the event - broadcast out on social media throughout the event
Results:
- Largest ever audience at Runamuck: over 4,000 participants!
- Attendance from both ROI and NI
- Fastest year to sell out of tickets
- Collective social reach 132,250 achieved
- Social page growth across all social media platforms
- Creation of assets - photography and videography that can be used in coming years