Behind the Awards: Samsung x Tough Mudder

06 Nov 2019

By: Sport Industry Group

As entries open for the Sport Industry Awards 2020, we're going Behind the Awards to take a look back at the winners over the last few years. What made them successful? How do they stand out from the crowd? And what has life been like since they picked up the award?

This time we’re talking to those behind Samsung x Tough Mudder, winner of the Experiential Marketing Award at the Sport Industry Awards 2019.


What did it mean to both organisations for their partnership to be recognised at the Sport Industry Awards 2019? 

Winning a Sport Industry Award and receiving industry recognition is incredibly special and allows us to celebrate our hard work together. 

What work do you think helped Samsung x Tough Mudder experiential activation stand out among the crowd? 

Following a successful 2017, the challenge for 2018 was to take Samsung innovations to even more consumers through the partnership.  The strategic decision to extend the deal to the ToughMudder 5K Urban City series gave us the platform to do just that.  The challenge was how to bring that platform to life…

Our super slow-mo experience and resulting content reached 1.87 million consumers including direct engagement with 68,000 Mudder’s at the event. 85% of those went on to register a purchase interest in the Galaxy S9 and 86% felt Samsung made their experience better.

How important is it that the skill of experiential marketing is honoured at the Awards?

Our live experience expertise has always been a core part of (delivery agency) M&C Saatchi Sport & Entertainment’s capabilities. However, it has become of increasing significance in recent years and we are now delivering bigger scale and more creatively complex projects through a dedicated team as brands respond to their audience’s desire for meaningful live experiences. As such, it’s more important than ever that our expertise in this field is honoured as live experiences continue to make an ever-increasing impact on sport campaigns. 

What advice would you give to organisation thinking of entering the Experiential Marketing Award?  

Please don’t. Improves our chances of winning it.

Describe your Sport Industry Awards victory in 5 words… 

Muddy marvellous evening all round.