Kum & Go is partnering with Trident Brand for the launch of Trident’s C.H.E.W. (Change Health Every Week) campaign. During the campaign, select Kum & Go convenience stores will reward shoppers for healthy and active behaviors over the holiday season.
Shoppers can opt in to share their data including activity, sleep and food details from their choice of wearable device, smartphone or activity app, in exchange for exclusive offers. Trident Brand is working with human data intelligence platform, Strap, and mobile couponing platform, Koupon Media, to execute the campaign within Kum & Go’s mobile app.
Shoppers can opt into the C.H.E.W. campaign within the Kum & Go mobile app. The Strap platform will 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, send an offer for a free pack of Trident gum.’
The C.H.E.W. campaign is snacking giant Mondelēz International’s first innovative campaign using wearable technology. 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.
“Shopper Futures allows us to collaborate with some of the brightest minds in mobile technology and tackle pressing retail issues and the increasingly complex path-to-purchase, ultimately shaping the future of retail, in-store and online,” said Kim Yansen, director, Field Shopper Marketing, Mondelēz.
“Wearable technology is the future and Strap’s innovative, health and wellness-based platform will help Trident Brand start to harness the power of this new data source,” said Mindy Rickert, associate director, Shopper Marketing (Small Format).
“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,” said Mike Templeton, digital marketing manager at Kum & Go.
“The Trident campaign allows us to target Kum & Go offers using an entirely new set of data,” said Charlie Lang, vice president of product at Koupon Media. “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.”
“Through campaigns like C.H.E.W. we’re able to help brands and retailers reach a new level of personalization,” said Steve Caldwell, co-founder and CEO of Strap. “At Strap we see a future where you get offers for low calorie foods when you’re a few calories away from your goal, or discounts on coffee drinks the morning after you pulled an all-nighter. This campaign with Trident Brand and Kum & Go is our first step towards being able to personalize consumer experiences with human data intelligence.”