Epic vs Apple trial - all you need to know about the trial, verdict, and aftermath
Runkeeper Accelerates In-app Store Promotion With Workout Tie-in
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.
"Music aligns so much with running and it is core to the Runkeeper app. We have existing partnerships with Spotify, and we wanted to find a headphone partner that is runner-friendly both from a brand and technology perspective that we could offer in our Runkeeper store," said Erin Glabets, director of marketing at Runkeeper. "Jaybird fits both of those.
"We've made the experience as easy as possible," she said. "When we offer a challenge the users learn about it either through email or push notifications.
"Also, when a user opens the app there is tab at the top that you can click on to see all the challenges. After signing up for and completing a challenge — in this instance it is six workouts over the course of three weeks — we send users a code that they can redeem in our store."
Workout, then shopWith the Jaybird promotion, the only way that runners can access the special price is by working out. It is the first partnership for Runkeeper where users can earn discounts in the app's store on running accessories based on their activity level.
Runkeeper uses the GPS on a smartphone to track and record fitness activities such as running, walking and cycling.
A recent update to the app introduced an integration with Spotify. The app also provides audio updates to users, further underscoring the connection to quality wireless headphones.
"It does make sense to tie the app's goals, in this case fitness, with rewards toward that goal," said Maya Mikhailov, chief marketing officer and co-founder of GPShopper.
"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.
Fitness app consolidationIn February, footwear brand Asics announced that it is acquiring Runkeeper, the latest in a line of fitness app deals involving sportswear brands. The consolidation of the fitness app space has also seen Under Armour acquire MapMyFitness, Endomondo and MyFitnessPal. Also, Adidas acquired Runtastic.
Fitness apps are attractive to marketers because they typically have an enthusiastic user base that comes back regularly. For brands and services that also target workout enthusiasts, getting placement in a fitness app can be a good way to get in front of these consumers.
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.
App Store
By MacRumors Staff on December 18, 2023
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New Balance Laces Up Mobile Loyalty With RunKeeper Partnership
Footwear brand New Balance is stepping into customer loyalty through a new partnership with the RunKeeper mobile application to reward users based on their fitness activity.
The app-based program, titled MyNB, enables New Balance fans to earn points by completing a variety of activities, including fitness initiatives, social media usage and product purchases. The RunKeeper will monitor consumers? Fitness through their smartphones and aggregate possible rewards, such as meet-and-greets with athletes and racing bibs.
?New Balance?S new interactive MyNB app is a great way to engage its customers and help inspire brand enthusiasts,? Said Ken Morris, principal, Boston Retail Partners, Boston. ?As consumers reach bronze, silver and gold levels based on the points they earn for their running miles, they will be motivated to visit a New Balance store or shop online to redeem their points.
?The MyNB app is a great example of retailers using gamification to engage with their customers. In a recent Boston Retail Partner?S survey, 87 percent of retailers plan to use gamification to engage the customer within five years.?
Common goalsNew Balance and RunKeeper?S common goal of fueling customers to exercise regularly and enjoy their fitness efforts will likely make for a strong partnership. While guests can appreciate the tracking abilities of the RunKeeper app, especially if they do not own a wearable such as a Fitbit or Jawbone, they will also receive an organic branded experience from New Balance.
Consumers can download the MyNB app for iOS and Android devices, and must also sign up for a RunKeeper account if they do not already have one. The app download itself will yield users a total of 500 rewards points, with an additional 500 for completing an account profile for the first time.
Customers can also receive more points for activities such as attending New Balance events, following the New Balance brand?S social media pages, saving favorite items to a Wish List up to three times a year and working out using the RunKeeper app.
Individuals who purchase New Balance products can accumulate 10 rewards points per each dollar spent.
Users may attain the bronze, silver and gold rewards levels, all of which come with special perks to sweeten future New Balance shopping experiences. The bronze level offers a free birthday gift, last call on limited quantity items, special access to pre-orders and personalized deals, while the silver status provides free shipping with no minimum spend and an online race concierge.
Those who manage to earn more than 5,000 points will receive access to a loyalty concierge digital service.
To view a list of available rewards, customers may visit the Dashboard online or in the app.
Loyalty on digitalNew Balance?S extensive rewards platform places the shoe brand in a long line of major retailers tapping loyalty platforms on mobile to keep their customers from buying from a competitor.
While plenty of brands offer their frequent customers points for each in-store, online or mobile purchase made, the real utility ? And potential lucrativeness ? In rewards platforms stems from offering useful features.
Successful customer engagement and loyalty platforms include apps that provide users convenience and utility, and are have intelligent and intuitive use rather than relying on gimmicky tools (see story).
RunKeeper has also been working on reaping revenue from its offerings.
Last August, the fitness-tracking app partnered with marketing platform Kiip in an effort to monetize its loyal base of users in a way that coincides with its mission to promote healthy living (see story).
?New Balance is the premier running brand in the world and the partnership with RunKeeper is a natural fit,? Mr. Morris said. ?With more than 30 million people worldwide already using the RunKeeper app, it makes it an easy transition for New Balance customers to download and participate in the MyNB app loyalty program.
?New Balance?S partnership with RunKeeper will accelerate the adoption of the new MyNB loyalty app."
Final TakeAlex Samuely is an editorial assistant on Mobile Marketer, New York
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