Work

SONY x TOUGH MUDDER

SONY x TOUGH MUDDER

The Brief

SONY had ambitions to build brand preference, awareness and consideration of their newly announced SmartWear products, at a time when the Apple Watch was dominating media headlines.

Our Response

We brokered a brand partnership with Tough Mudder, allowing SONY to showcase the benefits of their products, as well as add value to a relevant consumer experience.

The nine month partnership allowed us to fully own and brand one of the most infamous course obstacles – with product seeded throughout each of the eight regional events.

The Results

  • SONY was nominated for a European SABRE Award for the activity
  • Strong ROI with cross channel activity spanning 9months
  • 100,000+ consumer engagements at the SONY experiential stand across 8 regional events
  • 79 pieces of highly favourable earned coverage with strong message penetration secured in titles such as Mail Online, Closer, Stylist, OK!, Evening Standard and The Metro
  • Significant campaign reach of 457 million across PR, social and media partner (Men’s Fitness) content
  • Celebrity ambassadors delivered over 30 social media posts, well over what was contracted, resulting in a reach of over 8 million


Touchpoints

  • Print
  • Web
  • Conversation
  • Celebrity
  • Event