ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Mondelez?s Trident bites down on wearables for personalized promotions

In its first promotion built around fitness trackers, Mondelez?s Trident brand is using data from the devices to deliver personalized promotions for customers of convenience store chain Kum & Go.

The gum brand is challenging users to keep up their health during the holidays by serving personalized deals to Kum & Go customers completing fitness goals with the use of wearable tech. Trident is hoping to gain a greater understanding of its consumers? behaviors through the campaign and also drive sales and promotion through the use of individualized deals. 

"Wearables interest us because of the behavioral data they provide, and with Strap we are able to derive actionable insights from that data," said Mindy Rickert, associate director of shopper marketing at Mondel?z International. "We can leverage these insights to create offers that are highly relevant and personalized to shoppers at different points in time throughout the campaign.  

"Wearables, in addition to the health and activity tracking apps in newer smartphones, open up a new set of data points that we can get insight from and take action on," she said. "With the help of Strap, we are able to segment the shoppers that opt in based on human data points, activity, sleep, food and body data, personalize offers for those groups, and automate them to send out individually."

Trident partnered with Strap, an actionable human data intelligence developer to power the campaign. 

Fitness with Trident
The C.H.E.W. campaign, which stands for Change Health Every Week, is Trident?s call-to-action for users to up their fitness to win deals on the gum. Kum & Go application users connect the app to the fitness-tracking device of their choice such as Fitbit, Jawbone, Under Armour, Google Fit and Health Kit. 

Users must complete particular goals related to fitness such as taking a certain amount of steps and will receive deals for Trident discounts upon completion. For instance, once a user walks the steps allotted she will received a notification and a deal to be redeemed at a Kum & Go location. 

Trident will gain a considerable amount of information through fitness tracking with this campaign as to how consumers spend their day as well as redemption and purchasing habits. This will allow the brand to better serve adept content, more likely to be successful. 

To get involved with the campaign, users access the Kum & Go app and choose which tracking device the app should connect to, which will allow it to track their fitness information, from there the app will notify them of deals and met goals as the user complete various challenges. 

Fitness tracking
Similarly, Coca-Cola extended its presence in the mobile fitness space and bolstered its connection with mothers by joining drugstore chain CVS and Morris Media Network?s regional Parent magazine group in challenging Southern United States families to track healthy lifestyle practices on a mobile-optimized Web site in exchange for prizes (see more). 

Also, Puma incorporated a strong mobile element into its second Forever Faster campaign by updating a running application for fitness enthusiasts as well as a mobile-optimized microsite featuring inspirational videos from famous athletes (see more).

?Strap enables actionable human data to inform and improve marketing and engagement programs and Trident is the first CPG to take advantage of the human data intelligence we provide to personalize this mobile marketing campaign,? said Steve Caldwell, Co-Founder and CEO of Strap. ?Trident is accessing the sensor and activity tracking in smartphones and wearables so that they can deliver personalized offers that will feel more relevant and engaging to consumers. 

?Wearables, like Fitbit, Misfit, and Jawbone, and the activity tracking platforms in newer smartphones, via Apple Health and Google Fit, and even activity apps like Strava and RunKeeper, open up a whole new set of data points from which CPGs can derive actionable insights to drive engagement,? he said. ?CPGs and retailers need to be more relevant, and with insights from human data they can have a better understanding of their customer. ?

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer