CELSIUS, fitness drink manufacturer and one of the world’s fastest growing beverage brands, was the 2018 Presenting Sponsor of the national obstacle race series Tough Mudder.
EventNetUSA executed CELSIUS’ event sponsorship activation with a fulltime, seven-month, muddy tour.
- Liaised and managed overall program logistics and requirements between CELSIUS corporate team and Tough Mudder producers
- Routed tour according to Tough Mudder event schedule and incorporated eight guerrilla sampling markets
- Required splitting into two simultaneous tours when events overlapped weekends in different markets
- Recruited, hired, trained and managed two full-time Tour Managers and local Brand Ambassadors in each market
- Transported all CELSIUS activation assets in branded box truck
- Designed CELSIUS footprint for Mudder Village and ancillary sampling stations and produced all assets
- Managed all event set-up, teardown and troubleshooting
- Provided onsite quality control and delivery against contracted sponsorship agreement
- Managed product, swag, asset and sweepstakes inventory
- Supported VIP event influencer needs for FloRida and Mario Lopez
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- Completed 260 touring days
- Sampled CELSIUS to 153,000 participants over 59 TM event days in 31 markets
- Sampled CELSIUS to 94,630 consumers over 63 Guerrilla sampling days in 8 markets
- Delivered over 182,000 direct one-on-one impressions
- Interacted with average 3,250 mudders per event day
- Collected over 4,680 consumer surveys