Over the past few years, a new category for fitness activity has emerged. Known as “mud runs.” These are 5K runs with a little something extra: a muddy obstacle course thrown in the middle. Since their introduction mud runs have become a huge business, with over 4 million global participants in 2014 alone. These runs go hand-in-hand with our demographic (who like to get out, have fun and get dirty) and our overall “HappiMess” strategy that the best parts of life occur when you’re getting dirty. Our presence at the event provides an unmet need — making the post-race cleanup as much fun as the mess itself. For a target that correlates messes with fun and low-flow showerheads with sacrifice, we created the ultimate indulgence: the world’s biggest group shower station, perfect for washing off after a mud run and for proving the efficacy of Delta Faucet’s new low-flow product.

We partnered with Warrior Dash, one of the largest mud run organizations in the U.S. to become the “Official Shower” of five events across America during the summer of 2015. As the “Official Shower,” we built an installation featuring over 164 H2OK shower heads for participants to use after racing. Our “Shower Selfie” camera allowed racers to document and share their muddy to clean journey on social media.

We created custom videos to capture the various HappiMess moments and shared these videos on Delta’s social media channels, and accentuated them with paid promotion, to expand our reach beyond the event participants. We also enlisted Summer Sanders (former Olympic gold medal swimmer) as a spokesperson at two events (ready to shower along with the other participants), created custom content, hosted a satellite media tour, and supported our campaign through her own social channels.

Our Warrior Dash partnership saw 30,000+ people experiencing the H20K showerhead, cleaning up after a muddy event. Participants posted their “Shower Selfies” and comments to social media, and word spread far and wide aiding in awareness lifts. We generated over 90MM impressions through social media and PR. Engagement with Warrior Dash posts for Delta were twice the average, and use of #HappiMess increased 85% during the campaign. Purchase intent saw huge spikes against our benchmark norm with 65% (vs. 58%) of event attendees indicating an elevated brand opinion of Delta. Additionally, 69% (vs. 50% benchmark) of attendees said they were more likely to consider Delta products after experiencing them at the Warrior Dash.

Lastly, at the Warrior Dash race in Indiana we set the Guinness World Records for “Most People Showering Simultaneously”, generating broader interest, greater earned media coverage, and an experience strategy that was literally for the record books.