The popularity of fitness tracking apps has led to loads of new opportunities for brands to market to potential customers in real time.
I’m an occasional runner, and I flirt with getting more serious at times. I enjoy running outdoors for a few miles three or four times a week. However, the onset of winter in the Midwest has helped me realize that I am woefully unprepared to run in cold weather.
I use an app called MapMyRun. After I log a workout, I’m often served a mobile ad for a piece of gear, being sold at a discount. Now this isn’t real-time marketing, of course; it is simply a product well-aimed at its target market, but brands are getting smarter. Athletic clothing brand Under Armour recently purchased the workout app and parent of MapMyRun, MapMyFitness, for $150 million.
MapMyFitness reportedly has more than 20 million registered users, and it is an open platform, seamlessly integrating with more than 400 fitness tracking devices, sensors and wearables. Kevin Plank, Under Armour’s CEO, recently stated to The Wall Street Journal: “Athlete biometric measurement is a new business we’re just getting behind,” and he went on to say that Under Armour plans to “broaden its existing digital offerings.”
So you see what’s coming, right? As the brand states, “With this acquisition, Under Armour will be uniquely positioned at the forefront of sports and technology and will continue to deliver game-changing solutions to how athletes train and perform.” Users of the app are giving Under Armour all kinds of amazing information to use in their real-time marketing efforts. The geolocation capabilities of the app will allow Under Armour to know the temperature in the area in which a runner is running. UA will know at what time runners most often run. Do they run on trails or on roads? The brand will be able to see what kind of fitness goals a runner has set for his/herself.
It’s cold when you run – here’s a hat and gloves designed for running. It’s night time when you run – here is reflective gear or lights you can attach to your body to improve your visibility and safety. You’ve logged a lot of miles lately – maybe it’s time to look at new shoes. Highly targeted marketing possibilities based on real data abound!
Smart move, Under Armour.
Raidious uses data, in real time, to help brands build audience and reach their marketing and sales objectives. Find out how we can help. Contact Raidious today.