Tough Mudder Post-Event VideosPrompt The Chief Marketing Officer has asked you to come up with an entirely new concept for what that video should look like - content, visuals, storyline. What’s your video pitch? Why do you think it’s better than what we already have?Purpose of Post Event Videos Recap the event/what made it unique Connect with the participants Rekindle the emotions, lessons learned, and obstacles overcome that day Communicate value in participating in Tough Mudder
Tough Mudder Post-Event VideosCurrent Post-Event Videos “A fast-paced, high-energy pump-up-video that promotes Tough Mudder” Content: Roughly (2:30 minute video) Great overall summary of the event: conditions, surroundings, an MC 15-20 seconds of locale/conditions introduction, obstacles, struggle, mud, and lots of Everest/Electroshock 15 seconds of MC/Intro/Start of race 1:15 minute of obstacle coverage Form: 15 seconds of post race beer coverage High tempo and high energy (audio/visual), in your face and gritty 15 seconds Sponsors/Wounded Warrior Storyline: The current storyline does a great job at pumping you up and getting you going. Between the tempo of the music and the fast, hard hitting nature of the content, followed by beers, laughs and tattoos, it’s a great testament to the Tough Mudder experience.
Tough Mudder Post-Event VideosLet’s take it from here... to here. Tempo Tough Mudder Participants Glorification
Tough Mudder Post-Event Videos2013: Year of the Mudders “A visceral, personal recap of the Tough Mudders and their accomplishments” Content: cts with Interwoven (2:30 - 3 minute video) Conne locals Surroundings, what makes this location unique/new obstacles 30 seconds of locale/surroundings Experience Classic narrative, beginning, problem, crisis, overcome, conclusion 10 seconds of MC/Intro/Start of race Emotion The struggle, pain, sacrifice, friendship, selflessness, 1:15 minute of obstacle coverage exhilaration, elation, recovery, thankfulness Effort, 15 seconds of post race beer coverage Personal growth 10 seconds Sponsors/WW Form: 15 seconds of video interview Contrasting, antithesis, resonant, poignant. 15 seconds of audio interview Slower paced with audio/visual crescendo (think “Hurt” by Johnny Cash) (before/during/after) Storyline: In our new storyline we’re shifting the focus from Tough Mudder as an event to Tough Mudders and their experience • What makes this event/location special (what do you/people get from it) • What was the most difficult? Tell me about your experience? • How is this helping you as a person, or as a team, grow?
Tough Mudder Post-Event VideosWhy is it better? The current form does a terrific job at getting the viewer pumped up about Tough Mudder, but I believe that a slower approach is more appropriate for the post-event highlight video. Rather than pump people up, the post-event reel should about re-connecting with participants and glorifying their efforts, their bravery, their mental toughness. To connect with participants, we should also acknowledge what makes that event personal to them by giving a taste of their home turf (e.g. in Vegas we should see the strip, in Texas the Alamo, in Miami the South Beach). The post-event video will continue to focus on obstacles and Tough Mudders climbing, jumping and crawling through them, but it will also focus on their emotions and body language: anticipation, fear, blind grit, courage, recovery, thankfulness. Not only does it resonate more deeply with those who were at the event, but it also builds an intimate emotional bond between the experience, the participant, and Tough Mudder.
Tough Mudder Post-Event VideosAdditional Thoughts I really liked what Tough Mudder did with the NorCal 2011 video and would like to see a return to that format: • Terrific scenery shots of event location (connected with locals/those familiar) • The audio isn’t overbearing • Participant narrative and personality • “It’s a metaphor for life” • “TM is about heart, spirit, and people wanting to show that they got life” • “The euphoria that goes with finishing is just awesome” Inspiration (with links): Example Rough Cut for SoCal 2013 Ironman Arizona 2012 UnderArmour: Bryce Harper, I Will Dark Side of the Lens Halo: Believe