Interactive Marketing Solutions for Springfield Urban-Warrior Challenge Gaining Support for the Wounded Warrior Project

Share Article

Deep advertising agency creates website, merchandising, videos and an identity designed to build awareness of race to benefit the Wounded Warrior Project.

With an identity designed for print and interactive marketing solutions, the S.U.C. is earning attention.

The S.U.C. identity reflects the hardcore spirit of race participants and the Soldiers they support.

It's a thrill to know that our work will help the Wounded Warrior Project and the Soldiers who sacrifice so much for our country.

The deep agency today announced the launch of a comprehensive marketing campaign for the Springfield Urban-Warrior Challenge (S.U.C.). A portion of the proceeds from the obstacle race will benefit the Wounded Warrior Project, a non-profit organization that assists wounded Veterans of the U.S. Armed Forces. The campaign features merchandising, brand identity, a website, marketing videos and even race obstacles. The race itself spans a grueling 12.4 kilometers of urban Springfield, Mo., and the course was designed by the Missouri State University Army ROTC.

The project faced tight time constraints in order to build awareness before the race—on April 7, 2013. To plan the campaign, which brings a grippingly gritty feel to both interactive marketing solutions and traditional marketing, deep worked closely with the Bear Battalion staff at the MSU Army ROTC: "It says a lot about our creatives that we were able to start from a conversation with the ROTC staff and develop such a compelling and complete campaign in just weeks. The process was a blast, and working with the Bear Battalion was great," said deep Vice President / Creative Director Dan Stewart.

Stewart also addressed the importance of creating an identity designed to capture the hardcore spirit of an event like the S.U.C. "This identity had to appeal to people with a warrior mentality," he said, "from the logo to the tagline and overall feel of the project, including the videos we created with Goodwin Films and the social strategy deep developed for Facebook, Twitter and YouTube. A race like the S.U.C. takes serious toughness. That said, we made certain the branding will also go over well with anyone who simply wants to support the Wounded Warrior Project and the heroes it benefits."

Accomplishing universal appeal was particularly important because the campaign includes merchandising designed to draw volunteers who want to join the cause without joining the race. With extensive experience in retail product and food merchandising, deep was well prepared to design shirts and other merchandise for the S.U.C. The resulting apparel will soon be available on the website.

The S.U.C. campaign is bolstered by deep's PR and media support, and the agency is developing press kit materials to reach local and regional media contacts. When summing up deep's intricate involvement in the event, Stewart shifted the focus back to our Soldiers: "This project was a real thrill for everyone at deep, partly because it's always a rush to create a great campaign so quickly. But the bigger reward is the feeling that comes with doing something to honor all the men and women who sacrifice so much serving our country. It's nice to know our work will give something back to them."

Founded in 2005, the marketing agency deep creates award-worthy branding campaigns in business-to-business and direct-to-consumer advertising. Deep's breakthrough creative resonates with consumers and keeps each brand top of mind. A member of the Marlin Network, deep is headquartered in Springfield, Mo. and is independently and completely employee owned. Marlin Network represents over 70 food and beverage brands and is consistently the number one purchaser of foodservice media. In addition to deep, the Network consists of Marlin, FoodIQ, Marlin Network Consulting, Alchemedia Project and STARAwards. As a member of the global Transworld Advertising Agency Network, Marlin Network earned inclusion in Inc. Magazine’s 2010 and 2011 lists of America’s Fastest Growing companies. For more information, visit or follow them on Twitter, Facebook, Flickr and the b!eep blog.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Public Relations Manager Amy Rosendahl
Email >
Visit website