Trident Gum gets into the wearable ad game

Midwest campaign rewards participants for sharing their fitness data

Packs of gum travel with us everywhere, in purses, pockets and bookbags. They’re as ubiquitous as smartphones, and now they might start showing up there, too.

Within the next two weeks, shoppers at Kum & Go, a chain of Midwestern convenience stores, will begin receiving coupons for Trident Gum on their mobile devices. The ads will be targeted with data drawn from phones and wearable data devices like fitness trackers and delivered through the Kum & Go mobile app, which requires users to opt-in before their data is analyzed. Customers can enter their fitness goals into the app and receive rewards, like coupons for Trident, when they reach them.

Trident, which is owned by Mondelez International, partnered with Strap, a human data intelligence analytics startup to develop the campaign. Users can choose to share data like calorie consumption, sleep schedule and physical activity from popular health monitoring apps like Fitbit, RunKeeper and GoogleFit. Reach a milestone, get a coupon, delivered by Koupon Media through the Kum & Go mobile app.

For now, the options (and possible intrusions) are relatively limited. Shoppers who want to save a few dollars on gum might have an incentive to stay a little healthier. But Trident and Kum & Go will also have access to anonymized customer data, according to Strap’s communications director, Sophie Turcotte, which will allow the brands to create future campaigns and messaging that will be much more targeted.

"Imagine that you're a marketer who wants to deliver a specific message half an hour after someone wakes up. With data from Strap, you have access to a behavioral profile that illustrates daily behavior about sleep, so no more ‘spray and pray’ marketing campaigns," wrote Steve Caldwell, CEO and founder of Strap, back in September before details of the program emerged.

"Strap offers the ability to talk to shoppers in a completely new way, leveraging wearable data that until fairly recently didn't exist," added David Greci, senior associate brand manager for US gum at Mondelez. "When competing in a mature category like we do, that could be a powerful tool to fuel growth."

Many other companies agree, and money is starting to pour into ad campaigns intended for wearable devices or dependent on mobile tracking data. East coast golfers waiting to play through get messaging for Amtrak train service from the FitAd wearable ad network on their Sony and Samsung smartwatches. Ad spending on the devices will hit $1.5 million this year, but it’s projected to jump to $68.6 million by 2019, according to a study by Juniper Research. Some agencies are already heavily invested in the wearable tech space.

Mindshare, the GroupM agency, created a wearable technology unit called Life+ last year. Undertone, the digital ad juggernaut, started testing candy ads that appeared on wearable devices when consumers neared a grocery store display.

Still not sure about the technology? Want to see it in person? Undertone’s Future Proof Labs gives hands-on demonstrations in a touring recreational vehicle.

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