Mondelēz gets into wearable tech with holiday campaign for Trident

Trident is coupling chewing gum and wearable tech this holiday season, giving customers of Midwest convenience store chain Kum & Go exclusive offers if they share information on their sleep, exercise and diet.

The way it works is, shoppers share data from a wearable device like FitBit, smartphone, or activity app like MapMyFitness, through the Kum & Go mobile app. When they reach a pre-fixed threshold, they’ll get an offer within the app. After taking 10,000 steps, for example, they’ll get an offer for a free pack of Trident gum.

The initiative is part of Trident’s C.H.E.W. (Change Health Every Week) campaign that rewards shoppers for staying healthy during the holiday season. Trident is working with human data intelligence platform Strap and mobile couponing platform Koupon Media to execute the campaign. This marks Trident parent company Mondelēz International’s first foray into wearable technology.

“The growth of wearable devices and tracking applications has created a brand new pool of consumer insights,” Mindy Rickert, associate director of shopper marketing at Mondelēz, told Digiday. “We’re interested in finding out if consumers will opt in to participate in our pilot with Strap and determine if the pilot can help us use those insights to build relevance for the Trident brand and impact shopper behavior in-store.”

The Strap deal is part of Mondelēz International’s Shoppers Futures program, which brings startup technology to retailer stores. It follows other consumer products marketers including Pepsi, Coca-Cola, Visa and most recently Unilever that have set up their own incubator programs.

Ultimately, Trident believes that the insights it gets from the wearables will give it an edge. And millennials, of course, are a consideration too. It’ll be watching metrics like opt in rate, engagement with the campaign and Trident sales in Kum & Go stores.

“One of the interesting aspects of wearable data is that it’s actual consumer behavior, not self-reported behavior, which makes it inherently more valuable and actionable,” Rickert said. “Millennials make up a majority of wearable device owners and are also a key cohort for Trident.”

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