Nouveau succès pour The Mud Day parisien

Le week-end prolongé du 8 mai a été l’occasion pour 22 000 participants de s’élancer sur le parcours boueux de 13 km semé de nombreux obstacles dans les Yvelines du Mud Day. Un seul objectif que l’on soit seul ou en équipe : finir la course, indépendamment du chronomètre.

Lors de l’édition précédente, ils étaient 13 000 participants, générant un chiffre d’affaires estimé à 1,5 million d’euros pour Amaury Sport Organisation (A.S.O), l’organisateur de la course. Ce franc succès a donc permis à Amaury Sport Organisation (ASO) de déployer The Mud Day dans différentes régions de France comme en Bretagne (sur le site de l’école de Saint-Cyr Coëtquidan), dans l’Est (Amnéville) ou en Provence.

La force de cet événement est la promesse faite aux participants : le dépassement de soi et le fun, le tout avec une grosse dose d’esprit « survival » comme les boot camps américain.

Mais au delà de la promesse consommateurs, il faut aussi être en mesure d’attirer des annonceurs pour garantir le développement et la pérennisation de la course. Sur ce point, le Mud Day semble avoir trouvé son public, un public qui intéresse les annonceurs. En effet, les personnes inscrites à cette course ne sont pas les mêmes que l’on retrouve généralement sur les semi-marathons et autres trails. Les femmes (30% des participants du Mud Day) et les jeunes (moyenne d’âge située entre 27 et 30 ans) sont sur-représentés en comparaison aux courses classiques ou la pratique du running prime pour s’y inscrire. Par conséquent, des marques grand public comme Samsung et Nissan sont devenus partenaires officiels des différentes éditions de 2014.

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Deezer, qui fait également partie de l’aventure, a créé des playlists spécifiques « Mud Day » qui sont diffusées lors des courses, les internautes ont été sollicités pour choisir les chansons. Sur le parcours, un obstacle a été imaginé par la marque : la Deezer Room, le principe est de se diriger dans le noir grâce à la musique, tous les sens sont en alerte. Des blind tests et DJ sets sont également proposés sur le village de l’événement. Le cible de la plateforme musicale est la même que celle de The Mud Day d’où sa forte implication dans ces courses.

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Fort de son succès, ASO propose aux entreprises de participer à l’aventure au travers de team building. Des packages sont proposés par l’organisateur et permettent aux entreprises de participer entre collègues à la course.

Au final, le Mud Day semble devenir l’un des rendez-vous incontournables de celles et ceux à la recherche de sensations fortes et d’une nouvelle approche et manière de faire du running. Une belle alternative aux 10Km, semi-marathons et marathons déjà présents et une belle aubaine pour des marques pour investir un territoire de communication encore vierge.

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