Tigers integration at Runmageddon

Strategy

Ola Bulanda, Strategy Planner at Tigers, is responsible for the strategic care of the brand's activities, and at monthly strategy workshops together with the client's team, she makes sure that the brand's ongoing communication strengthens the association "Runmageddon is a challenge within everyone's reach." Over time, we have also expanded advertising efforts to include other channels, at this point handling Fb Ads, Google Ads, Linkedin Ads and working with the client on marketing automation solutions. 

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Ola Bulanda, Strategy Planner at Tigers: "I remember when I started working with Runmageddon. I was convinced that it was a run for total harpagans and sports nutcases...only it turned out that neither is it a run, nor do you have to be a sports hardcore to successfully complete it (I know, because I did it myself!). Instead, Runmageddon turned out to be a challenge that is absolutely within everyone's reach, and the most difficult obstacle, is the fear in your head. That's why we have been consistently showing for months what this event really is, and most importantly, that we are basically all Runmageddonians. After all, we overcome obstacles every day...so why not do it with friends, in a great atmosphere and lots of mud? Pure fun!"‍

As our cooperation grew, our relationship strengthened - so when at the beginning of the year Michal Iwan, marketing director of Runmageddon, invited us to participate in the event together by email titled "Tigers or Kittens?" we knew we wouldn't let the opportunity to check out how our client organizes muddy (and not only!) obstacles integration events for companies pass us by the nose! We said YES to this challenge!

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The joint Tiger run at Runmageddon became an opportunity for unforgettable team building for us - 30 Tigers stood at the start line, still reminiscing in the office corridors several months after the event!

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‍PiotrLysik, Sales Director at Runmageddon: "We wanted the agency that develops the strategy for us to get to know our services, i.e. the emotions that occur during the event; both from the steeps of the participants on the course and our Partners who promote themselves during the events. It was also a great space to receive feedback regarding perceptions towards the whole event versus the final view of Runmageddon. And most importantly we wanted the Tigers through Runmageddon themselves to strengthen their bonds, cement their relationships on our route, which even encourages cooperation, helping each other, and for the final success to be the result of the whole group."

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Preparations

Preparations for our joint start began several months before the event. We started with a meeting where we created a common vision for Tigers' start at Runmageddon.

At the time, we talked a lot about our fears - whether we would be able to do it, whether the obstacles that the Runmageddon course would serve us would be surmountable, and ... with what soreness we would return from the event.

Over the next months we prepared together for the start. Asynchronous work was interspersed with online meetings at which we caught up on all the details - Runmageddon helped us prepare Tigers banners and suggested that our obstacle on the route should be a "Commando" wall (with a height of - bagatelle - 4.2 m!), which we branded with the tiger logo.

At the same time, we were communicating our launch together on social media, cheering each other on and building an atmosphere of anticipation for May 27 - a few days before the launch, there were daily conversations in the agency kitchen about "what it will be like"!

Runmageddon also took care of our physical preparation by organizing two warm-ups for the Tigers in the gym at Q22.

On the one hand, the workouts allowed us to stretch our bones a bit, on the other - they became a great opportunity to meet the ambassadors of Runmageddon, Julka Maciuszek and Kuba Zawistowski, who later supported us on the route, took care of us, helped and explained how to overcome obstacles during the event.

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We were well taken care of, we were able to talk through everything in peace, and Julka and Kuba, experienced Runmageddonians answered all our questions, revealing to us how to prepare for the start, what to eat before the event, what shoes to take on the route and how to strategically approach the next obstacles.

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Startup

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On May 27, 2023, we met at Suntago near Warsaw. The tiger herd was taken care of from the very entrance to the event. Together with the Runmageddon team, we picked up our starting kits, prepared for the start in the locker room and walked to the warm-up area.

‍PawełWasiak: "The last time I competed in RMG in 2019, this year we managed to make a great comeback. It was great to once again feel that atmosphere and the thrill that comes at the start! The experience of the event, the people I met on the route, the fantastic atmosphere - all this made me realize that I was taking part in something really great! From a performance perspective, I can now better tailor advertising messages aimed at both Runmageddon starters and those who are further along just thinking about starting. Let's face it - there is nothing to think about here it has to be experienced😀"

"Can we handle it?" which initially accompanied most of us quickly turned into "Tigers, we're doing it!" under the influence of adrenaline and great excitement.

‍Theconfrontation of the first obstacles, the support we showed each other along the route, the subsequent mud, ice, adventure and technical "attractions" along the way, the good words, the hands extended to help, the growing fatigue and the ever-widening smiles accompanied us from the start until the very end of this adventure.

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What was particularly important to you in this collaboration?

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Michal Iwan, Marketing Director at Runmageddon: To gain more awareness of the product by the agency's employees who serve us. We also wanted to test the communication strategy we are building together.

Piotr Lysik, Sales Director at Runmageddon: "Trust and willingness to experiment. Employees trusted us that the event would bring them joy, a ton of amazing emotions that would stay with them for years. Or encourage them to gently change their lives, turn to recreation, sports, take care of their bodies. All this was happening before my eyes, overcoming fear, overcoming fear of heights. Now after such an experience together, the b2b relationship and trust in their brands is at a cosmic level."

Summary

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Runmageddon is an experience that is within everyone's reach. It's an event that builds character and allows you to push yourself to the limit of your abilities. In the context of integration, team building and strengthening team relationships, it's something that shows very tangibly that there is no obstacle that can't be overcome together.

From a client-agency collaboration perspective, our joint launch allowed us to be closer to the client. It allowed us to 100% experience the product and understand it in a strategic context, which gives us great value. Thanks to the Runmageddon experience, we experienced the emotions that accompany runmageddonists and stepped even more firmly into the shoes of those to whom we are targeting the client's communications.‍

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Kasia Mistacoglu, Senior Marketing Specialist at Tigers: How do you work with Runmageddon on the joint launch and integration of the company at their events? Fantastic! Organizing Tigers' participation in the event was one of my first tasks I received after joining the agency. I was a bit intimidated by it at first, but Michael Ivan's tremendous support, openness, flexibility and apparent willingness to take care of our comfort at every stage made it a great partnership. As a "client" sending agency staff to Runmageddon, I felt that we were taken care of 100%