Article in Mobile Commerce Daily
Written by Chantal Tode
Running application Runkeeper and Jaybird have teamed up on a promotion that rewards runners who complete six workouts with a specially priced pair of wireless headphones.
The promotion points to how marketers are looking to reach consumers in the apps where they spend a lot of time with relevant offers. The Jaybird X2 Challenge encourages runners to download the Runkeeper app and complete six workouts between March 7 and March 25 to get a $50 discount on a pair of Jaybird X2 wireless headphones and a free month of Runkeeper Go.
“It is an interesting play to include a physical reward, rather than just a digital one – you will see more of these ‘omnichannel’ ideas in the future as digital first companies aim to make inroads in physical environments,” she said.
Last fall, sporting goods retailer Sports Authority decided to motivate repeat purchases with a new mobile program in partnership with Under Armour that enables customers to earn rewards by completing fitness activities on the MapMyFitness app (see story).
In 2014, Amazon’s Zappos reached fitness fans directly through their workouts with integration in the MapMyFitness application enabling users to track mileage for their shoes and make purchases (see story).
“There is a strong interest from brands to connect with related apps which have already acquired a desirable target demographic,” Ms. Mikhailov said. “This is a great way of reaching new audiences that may not be familiar or loyal enough to the brand to download their own app.
“Also, it’s a great way to get their feet wet when evaluating if they should pursue a stand-alone app strategy,” she said.