David Giantasio writes about "Mudvertising" what is it, and why are marketers diving in?
Needing a good dirty quote, he naturally contacted yours truly for one. Ha! I slay me. Go read the full article, it's three pages.
The benefit for marketers is clear, as mudventure events attract demos brands crave. Participants generally fall into the 18-40 sweet spot, with an average household income in the $70,000 range. Some event series, including Tough Mudder, are male-oriented (the split is about 70/30), but the events are attracting more women. (There's a female-only series called Dirty Girl.)