Recently, I spent a Saturday morning wading through sludge that came up to my mid-thigh, shimmying my way through tubes, and climbing cargo nets. Maybe not your idea of fun, but completing a three-mile, 11-obstacle course is definitely mine. However, while finishing the inaugural Dirty Girl race was exciting for me on a personal level, it’s not what I really wanted to focus on for today’s topic.
It all started with a man handing me a piece of cardboard no bigger than a school lunch ticket during one of my winter 5K races, uttering the simple phrase, “Do you want to get dirty?” What was printed on the cardboard? The Dirty Girl logo and a web address. I’m not sure who was responsible for the strategic marketing communications behind this race, but they sure knew what they were doing.
First off, the brand positioning of the race tugged at a woman’s humor and yes, their wild side, making you want to learn more. The cardboard “invite” provided intrigue and mystery. This small piece of marketing collateral launched you to their website. On their homepage, four individual blog campaigns highlighting different women of all fitness levels made you feel like no matter what you’re history, you had the capacity to compete in this race. Their social media platform, specifically through Facebook , created momentum through diligent posts on new race developments. And as the race date got imminently closer, each registrant received e-mail blasts that had specific details.
The campaign was perfect. Successful. The first race (in Wisconsin) was sold out months before the actual race date, prompting them to open up more spots. Women are already clamoring for next year’s registration. As a public relations professional, I salute the marketing brains behind the Dirty Girl races on a job well done.