The document summarizes findings from a survey about an obstacle race event called Warrior Dash. Key findings include:
- Location and price were the top factors for not attending again
- More people would attend if they could get a free race voucher for volunteering
- Social group dynamics did not impact attendance as much as expected
- People were interested in the corporate outing option but did not know it existed
The majority of participants said price was a factor in whether to attend. 38% would be more likely to participate if the race cost $21-40, while only 15% were willing to pay Warrior Dash's current higher price range.
2. By the Numbers
90% customer satisfaction
1:1 participant to spectator ratio
3 million participants in the past 7 years
14 million dollars in donations to St. Jude’s Childrens’ Hospital
Average participant age: 34
Average time to finish an obstacle: 45-55 minutes
3. Our
Findings
Location and price were the top 2 factors in NOT attending the event again
More were willing to attend if obtaining a free race voucher for volunteering
Social group dynamics did NOT have as large an impact as expected
People interested in a corporate outing with Warrior Dash, but did not seem to know one
already existed
4. Findings continued...
Insert graphs and tables
Q: When you and your group attend
these events, who is responsible for
getting the group together?
Q: Would you consider doing
volunteer work for a free race
voucher?
5. 92.31%
of participants said that price was a factor when
contemplating whether or not to attend an obstacle
race
6. 38% indicated that
they would be
more likely to
participate if the
race cost was
$21-$40
While only 15%
were willing to
take part at
Warrior Dashes
current price
range.
8. ● Problem
○ The main issues presented by Red Frog Entertainment was
participation and retention rates for the Warrior Dash obstacle
course run.
● Communication Objective
○ Spread awareness of the corporate package and its benefits in
order to attract a new, repeating audience.
○ Increase knowledge of the Warrior Dash corporate package
amongst our target audience by 20% by the third quarter of 2018.
Creative Brief
9. ● Target Audience
○ 18-45 years old
○ no gender skew
○ sees themselves as an average athlete
○ slightly adventurous
○ work-orientated; money-conscience
● Consumer Insight
○ If the Warrior Dash corporate package was utilized as a selling point
for the event, then the event will have a higher annual turn out and
retention rate.
Creative Brief
10. ● Brand Imperatives
○ Keeping the race friendly and non-intimidating for all people (focus more on “fun” than
“competition”)
○ use of the Warrior Helmet logo
○ other Warrior Dash differentiators (free beer and fuzzy hat prizes, obstacle previews)
● Selling Points
○ Only race that any athletic type can finish
○ St. Jude’s charity partnership
○ more comfortable to try something new with a group
○ discounts associated with corporate package
○ use as “team building” activity for company outings
Creative Brief
11. ● Media Imperatives
○ Facebook, Instagram, Twitter, and Snapchat
○ Possible Snapchat filter for this campaign could be a front facing
filter that puts the Warrior helmet on you, but makes a much more
entertaining graphic image when other people are in frame with you
○ YouTube advertising could be useful, since this coming generation
of young adults do not regularly watch traditional television.
Creative Brief