Tough Mudder is a challenge that expands to ten to twelve miles, containing over 25 obstacle courses to test the challenger’s endurance. Designed by British special forces, Tough mudder uses facebook as its primary social page, with the purpose of spreading awareness of the organization globally to build a community and encourage people to sign up for various events. In 2010, Tough Mudder created its first page to attract fans. On it’s page, along with their logo as a profile picture as well as an image of a competitor enduring one of the obstacle courses, they use advertising across facebook to attract fans, new and old alike.

Tough Mudder posts sponsored success stories and pictures of various contestants who participated in the events in their own “Hall of Fame,” developed their own quiz on how well they are prepared for the obstacle course, and created an “events” tabs to allow users to view location and dates of upcoming challenges.

As a result of their social venture on Facebook, Tough Mudder received 24x increase in sales, or $70 million, in merely two years.

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