This week, Trident Gum Brand launched a new campaign that allows consumers to share their data, including activity, sleep and food details from their choice of wearable device, smartphone, or activity app, in exchange for coupons in convenience store Kum & Go’s mobile app. Kum & Go operates more than 400 stores in 11 mostly Plains states, from Arkansas to Montana.
How It Works
The campaign, coined C.H.E.W. (Change Health Every Week) allows shoppers to opt-in via the Kum & Go mobile app. The Strap platform will then trigger Koupon Media to send an offer inside the app when an individual user reaches pre-fixed thresholds. For example, when a user reaches 10,000 steps, it will send an offer for a free pack of Trident gum.
In addition to rewarding consumers for reaching fitness goals, Kum & Go, through its app, can use a consumer’s health and activity data to offer other alluring deals, says Charlie Lang, vice president of product at Koupon Media.
“The Trident campaign allows us to target Kum & Go offers using an entirely new set of data,” said. “Not only can we reward shoppers for physical activity, but we can deliver offers that complement a customer’s food choices or sleep habits. A rough night of sleep, measured through a fitness tracker, could lead to an offer for a cup of coffee the next morning.”
The C.H.E.W. campaign is snacking giant Mondelēz International’s first innovative campaign using wearable technology. Additionally, Mondelēz International is working with Strap through its Shoppers Futures program, a competition which pairs startups with Mondelēz International power brands to pilot solutions in retailer locations in just 90 days.
“Having the ability to send real-time notifications based on fitness activity and other data will help us increase engagement in our mobile app and make our messages more relevant to customers living a balanced lifestyle,” says Mike Templeton, digital marketing manager at Kum & Go.
