Endurance event Tough Mudder is looking to recruit newcomers through a social media campaign that taps firsthand experiences and the pull of mobile video. 

The We Are Tough Mudder platform is hoping the connection of shared experiences on mobile and online platforms will pull in new team members through a contest prompting users to share their own stories. The first leg of the campaign features various mobile videos tying childhood memories to the brand and commentary based on consumer insight to inspire those who think they would not be able to compete in the obstacle course.

"Social was a core component of this campaign, especially since we understand that much of our audience looks to connect with us via online channels," said Brian Carley, chief creative officer at Rokkan, the developer behind the campaign. "As such, we produced special cuts of the We are Tough Mudder video campaigns customized to run and be shared on social platforms." 

Mobile obstacle course
The new campaign is weaving a picture for consumers who have never participated in a Tough Mudder event, showing that everything in everyday life is training for the race. Tough Mudder is sharing the hashtag #ItsAllBeenTraining along with a mobile video to ramp up awareness and conversation about the event.


Tough Mudder's mobile video is on YouTube

The series of Tough Mudder mobile videos are tapping into consumer?s penchant for nostalgia, by comparing moments from childhood to the adventure of the obstacle event. For instance, one vignette features the tradition of a young boy touching his tongue to a battery to see if it will shock him interspersed with clips from a Tough Mudder event, showcasing that ?it is all training.?

Tough Mudder is prompting users to share their own experiences of everyday occurrences, which serve as training for the course and is providing the chance to win a trip for two to one of its courses. Users are to share stories about the most epic thing they have ever done, including a picture of video on Twitter or Instagram.



Eligible participants must tag at least one friend or family member who was witness to or included in the epic incident, along with the hashtag #ItsAllBeenTraining. The winning trip includes two round trip tickets, training gear gift card, a personal drone-captured highlight video and a real tattoo if interested.

Mobile video rising
With mobile a significant driver of video viewing in 2015, forward-thinking marketers will explore the entire range of engagement opportunities for video content on smartphones in 2016, including in-application strategies, location targeting and native placements (see more).

Jeep used native video advertising to capture the attention of mobile users with strong visuals and a quick-hit message that stoked a love for adventure, delivering a completed-view rate that was 50 percent higher than the auto industry average (see more).

"As an additional activation, we crafted the hashtag #ItsAllBeenTraining and are bringing it to life with an exciting social contest to get people involved," Mr. Carley said. "Fans and participants can post photos of themselves doing something fearless in the spirit of #ItsAllBeenTraining for a chance to win a trip for two to any Tough Mudder event around the world."