Mud Runs Enable Brands to Broaden Reach
Traditional running races are a thing of the past. The new craze is to throw some obstacles in the way. Like a mud pit, barbed wire, a climbing wall and a tangle of ropes. Then give these new obstacle course races gritty names like Warrior Dash and Tough Mudder to really intimidate people to sign up! Not only are people getting excited to participate in mud runs but brands are seizing the opportunity as well.
Obstacle races combine mud and trail runs with boot-camp obstructions and even mind games, all designed to result in mental and physical collapse. Last year in the U.S. roughly a million people signed up for events in the four most popular series: Warrior Dash, Tough Mudder, Spartan Race and Muddy Buddy. People now travel around the country and shell out money to willingly run these adventure races with mud crawls, fire pits, ice-cold showers and electric shocks. I have to admit when I looked at the Warrior Dash event video on their website, I instantly felt nervous yet fired up seeing people drenched in mud, climbing up wooden walls and jumping over fire. However, brands are embracing this new trend with nerves of steel.
Brands view this as an opportunity to get their product and showcase their company in front of an audience of young, active professionals. For example, the Windham, NY Warrior Dash in 2012 partnered with PERT Plus, the hassle-free shampoo brand and had a “Sudz Zone” shower trailer in the post-race festival area. With shampoo samples being provided to participants, brands have additional exposure for race attendees to use first hand and experience the product for themselves in hopes that participants will recall their experience next time they’re looking to buy shampoo. After all, if it can clean you up after one of these races it’s got to be good.
Brands also can gain exposure by having on site signage and tent space where they can directly connect and build relationships with existing as well as new customers. A few years ago I participated in an obstacle race and was immediately handed free apparel and samples provided by the sponsors that were at the event. They say it’s the little things in life and by getting a free koozie, a t-shirt and beer, not only was I benefitting from my new free stuff but I was also being exposed to a number of new brands that I might not ordinarily come in contact with, and I was one happy girl!
With mud runs and other adventure races gaining popularity, it’s no wonder brands are seizing the opportunity to sponsor races for additional exposure. As I write this, I’m already nervous and excited for the North Carolina Warrior Dash in 2013 I just signed up for! Obstacles, beer and bragging rights, do you have what it takes?
World Expo: Nation Branding
To add to the previous blog post about nation branding, countries seem to be very interested in their reputations. They are making strides to manage their appearance in a globalized world. Countries realize that their reputation not only affects their tourism business, but also their economic stance in the marketplace. And where do countries go to brand themselves? Try the World Expo. It’s a hotspot for nation branding. Known as, “a wonderful playground of branding,” these fairs provide pavilions for each country to portray the best of its identity to the rest of the world. Kind of like a beauty contest for nations, or a tournament of cultures. Participating countries are eager to interact and impress visitors.
Another reason countries go to the Expo is to overcome negative stereotypes that may be harmful to their reputation. Social, economic, cultural or political issues from the past (like wars for example) are the main factors that shape the rest of the world’s perspective of a country. These stereotypes can be hard to break. On the other hand, stereotypes can be a good thing. With pre-conceived expectations, people have already made a connection with a nation, allowing easier engagement and interest.
Are the messages that these national pavilions send effective? It can be tricky because nations must be aware of the way they communicate with multiple audiences. They cannot just impress foreigners; they must also please their domestic audience. If communication between the two doesn’t correspond, there could be cause for dispute. Most natives see their pavilion as a source of national pride, but some others may see it unfavorably, especially if the focus is on creating a show for foreigners.
Student ambassadors that greet and guide visitors at their pavilions are an important part of a national brand. With their direct contact among visitors, they exhibit diplomacy, represent a physical presence for their country, and give a glimpse into the future of foreign relations.
There are many things to consider when managing a country’s image on a global scale. A solid nation-brand strategy requires much negotiation, compromise, and clear direction to be successful.
Contributed by Emily Hassell
Zoo Seeking Namers
The Louisville Zoo is seeking a name for the latest addition to its family: a baby boy giraffe. The zoo is taking submissions from now until April 25th, so get noodling on some cute entries for this little guy.
Naming the Mars Rover
WALL-E and NASA have joined forces to find a kid-friendly name for the new Mars Rover. The naming contest , open to students ages 5-18, will reward finalists with visits to NASA’s Jet Propulsion Laboratory and the winner with a place in the history of space exploration. This month, 9 of the name candidates will be revealed as finalists, and the public will have a chance to vote on their favorite.
Twin intrepid rovers, Spirit and Opportunity, have been on Mars since 2004, making many discoveries and relaying more than a quarter million pictures back to Earth. When the new Mars Rover visits the red planet in 2011, it will bring with it a more sophisticated set of instruments and capabilities, and endless possibilities.
Because the new rover will launch the most exciting robotic mission to date, it is understandable that Read more
Challenge: Off-Label Usage
Working with pharmaceutical companies, we hear the phrase “off-label use” used more and more. What exactly does this refer to?
Off-label use refers to the prescribing of drugs for treatment outside of the regulatory-approved label or indication. While this practice certainly has its pros and cons, it’s interesting to note how off-label use works in our own personal lives, outside of the pharmaceutical space. With the economic crisis, the push to go green, and a “simpler lifestyle” mentality emerging, off-label consumer product usage makes sense on several levels.