Last weekend, the Tough Mudder series kicked off with its first event, held in West London. The Tough Mudder challenge is a 12-mile military-style obstacle course, complete with electric shocks, ice baths and more – not for the faint hearted.

Earlier this year, our client Volvic announced a three-year partnership with Tough Mudder – a perfect fit for a brand that’s all about fun, and energy – which is exactly what Volvic’s “Volcanicity” spirit is all about.

So, with Tough Mudder events kicking off across the UK, we had to bring this sponsorship to life on social. We created #GOTTHEBOTTLE – a campaign to promote the concept of Volcanicity, while reminding people of Volvic’s sponsorship.

The campaign revolves around a big challenge to ‘Mudders’ all over the country – to prove they’ve ‘got the bottle’ by sharing their toughest game face with us.

We’ve created a bespoke app on Volvic’s Facebook page, which will act as the ultimate Tough Mudder social hub. To get involved Mudders at the event (or in the comfort of their own living room) need to tweet or Instagram their toughest, scariest game face using the hashtag #GOTTHEBOTTLE.

These pictures are automatically uploaded to our #GOTTHEBOTTLE app so that Volvic’s community can scroll through the gallery to check out the nation’s best Tough Mudder moments.

In submitting a photo, fans could win free tickets to a Tough Mudder event, and one lucky entrant with the toughest game face will win an adrenaline, Volcanicity fuelled trip to Las Vegas!

We’ve had some great entries in so far, there are some seriously intimidating game faces out there.  If you think you can do better, there’s still time to get involved – right up until October, after the last Tough Mudder event. Go on – show us that you’ve #GOTTHEBOTTLE.