The Challenge
Iron Cage is Germany's most extreme fitness event – five athletes locked in a cage for up to 72 hours, no bed, no shower, one goal: move one million kilograms. The event launched with no social media presence whatsoever. The challenge was to build an audience from scratch, in real time, while the event was happening.
Our Strategy
We built the social presence before the cage even opened. Working directly with the athletes on collab postings across Instagram, we created anticipation before day one. Once the event started, we published in real time – 86 posts across Instagram, TikTok, YouTube and Facebook over three weeks. Instagram was the primary driver, combining athlete collaborations with high-frequency short-form content timed to key moments inside the cage.
The Results
