Tough Mudder Amplifies Social Buzz with RFID Anklets - Event Marketer

Tough Mudder Amplifies Social Buzz with RFID Anklets

DB_ToughMudder_2011 ETA
Brand: TOUGH MUDDER
Agency: FISH TECHNOLOGIES
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-C)
Year: 2011

Forget Iron Man. Tough Mudder is the latest badass extreme race to get endurance athletes and top sponsors worked up. Last year the race enlisted the help of RFID technology to generate excitement and buzz on Facebook while creating brand impressions for Tough Mudder and its sponsors. RFID anklets were distributed and registered to event participants on the day of the event.

RFID portals that detected the anklets were set up at five obstacles and when a visitor passed over, a camera snapped three action photos of the participant and automatically posted photos and comments—wrapped in Tough Mudder/sponsor branding—to their Facebook page. Because of the rough terrain inherent to the event it has always been difficult for participants to share their experiences during and after the race. The RFID anklets enabled each “Tough Mudder” to keep their friends and family updated in real time with photos and status updates. The technology generated a significant increase in social media impressions for the race and its sponsors.

Over 2.5 million Facebook impressions have resulted from just four events in 2011, and on average, the real-time Facebook posts generated 10 to 12 Facebook “likes” and comments per event participant.

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