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Miles of Mud

Objective

Activate Jeep’s 4-year sponsorship of Tough Mudder and drive awareness of the brand at the event.

Strategy

Theme one of the event’s iconic obstacles and give the competitors some motivation.

We took over the Mud Mile and introduced Jeep Fest where we hosted our own mini festival as Mudders waded through a series of quagmire humps surrounded by bright festival flags. They were spurred on by a DJ in a converted Jeep Renegade. 

We also created a Jeep Fest Service Station, offering mudders a pre and post Mud Mile experience with face paint artists poised ready to help runners get into the mud battling, festival spirit. Then when people finished, we gave away branded car seat covers to protect their vehicles from getting filthy on the way home!

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