What Happened
Mondelēz gets into wearable data with a holiday campaign for its Trident gum brand. As part of its Trident’s C.H.E.W. (Change Health Every Week) campaign that rewards shoppers for staying healthy during the holiday season, the international snack giant is giving exclusive offers to customers of convenience store chain Kum & Go in exchange for sharing their workout data from fitness trackers. Those reward offers will be delivered through the Kum & Go mobile app once users hit some pre-fixed goals, such as taking 10,000 steps.
What Brands Need To Do
With this new initiative, Mondelēz found a way to engage health-conscious shoppers with a gamified challenge, presenting an interesting example in how brands can acquire consumer data and use it for good. Tapping into wearable data can help brands gain valuable insights into consumer behavior, and incentivizing people to share that data in exchange for value offers is a good way to do so.
Source: Digiday