This summer, AO.com entered into a partnership with Fruit Shoot Mini Mudder: a one-mile obstacle mud run featured at all Tough Mudder events around the country and designed specifically for adventure-seeking kids.
To champion the partnership and bring to life the brand’s offering, we set about creating the prefect social media mechanic at the end of the race for families to share their experiences, courtesy of AO.com.
The AO.com Mudder Machine was a 13ft Hotpoint washing machine, which provided a fun shower experience for the muddy kids after crossing the finish line.
Housing a 3D photo booth in the barrel of the machine, proud parents could snap pictures of their little mudders and then post online using the hashtag #AOminimudder, for the chance to enter a competition and win a Hotpoint washing machine.
To go that extra step in making parents lives that little bit easier, AO.com also gave away branded washbags to store the kid’s muddy clothes in.
At the race, over 1,000 parents and children passed through the activation, resulting in engagement levels of 85% and 80% on Saturday and Sunday, respectively.
AO.com pushed out real-time content of the activity on Facebook Live, which generated over 50,000 views throughout the weekend. Finally, the hashtag #AOminimudder reached thousands of followers on AO.com owned channels, helping the activation live on past the event itself.