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.)
Meanwhile, for the participants who have made mudventure such a hot ticket, the events tap into our collective desire to escape, if only for a weekend, the shackles of buttoned-down, mechanized society.
"We feel cooped-up in our cities where hand sanitizer is everywhere," says marketing blogger and pop culture pundit Ask Dabitch. "We want to run barefoot with our feet in the mud like we did when we were kids. We want to push ourselves and see how far, how fast, how sweaty we can get. We want to laugh, scrape our knees and win."