As a hi-tech producer, Fitbit know that to stay in the market they need to keep innovating and are always looking at ways to add more value and benefit to their customers to encourage brand loyalty. Thanks to our experience and track record in the sports and fitness industry, Inca is well placed to support this activity.

The Fitbit Challenge Series
Fitbit partner up with like-minded brands as part of a customer engagement programme and frequently combine a sporting activity with a charity donation to motivate Fitbit owners. Our role has been to support and facilitate these activities with the creation of:

• a dedicated microsite acting as the central platform for the events
• a raft of impactful digital assets to support the activities
• a programme of personalised emails sent directly to participating customers
• any additional collaterals such as leaflets, uniforms and more

All driven by a targeted digital campaign of social media, videos, viral content, influencers and dark media.

Customers are kept abreast of campaign progress, including step counting, distance or active minutes targets and group statistics to encourage a sense of participation, community and achieving collective fitness goals – all leading to a charity donation.

The Big Billion Step-a-thon for Sport Relief (Don’t let Paul do it all)
Fitbit collaborated on a fund-raising event for Sport Relief through the Big Billion and Celebrity Step-a-thon challenges. We played a key role in the inter-agency team, tasked with delivering the customer engagement experience for the event. Inca designed a website that housed the event activity with a large ‘live’ step counter that collated all participants daily steps. We created a full suite of collaterals for the campaign including branded and product banners and social media tiles.

A further event pitted comedian Alf Murray (the pub landlord) against Strictly’s Tess Daly, an unlikely pairing, in a Celebrity Step-a-thon. Surprisingly Alf trounced Tess by a long shot and posted across his social media channels, providing much entertainment and giving Sport Relief great coverage along the way – all done with great the team spirit.

Outcome
The event was a huge success with enthusiastic participation from the Fitbit audience, successful and fundraising and lots of fun along the way.

Further events
Following the success of the Sport Relief Campaign, Fitbit have continued their participatory events and Inca have produced a unique set of assets to promote each one.

Parkrun Challenge
The Fitbit Parkrun Challenge featured an 8-day challenge of Park Runners vs founder Paul Sinton-Hewitt, pitting their average steps against his. The activity was promoted via the Fitbit and Parkrun database driving engagement to a microsite ‘hub’ and via digital and email campaigns.

Royal Parks Half Marathon
Fitbit’s programme of incentives featured participation in an innovative virtual half marathon, in conjunction with Royal Parks Half Marathon.

Fitbit owners and potential new customers were invited to participate in a virtual challenge, in return for weekly prizes using either their Fitbit or the Fitbit app on their smartphone. Registration meant that participants’ steps were counted and each time they covered 13 miles i.e. a half marathon, they were automatically entered the week’s prize draw. 

Adidas City Run Series
This event took the form of a 1,000,000 km challenge. Adidas City Runners could participate either in real time or virtually, opening up the opportunity to a wider field. Runners were incentivised with targets and prizes to drive motivation and create a competitive spirit.

The completion of the activities saw the donation of £10,000 by Fitbit to Great Ormond Street Hospital. This as part of Fitbit’s aim to work within the community and promote fitness and activity whilst donating to worthy causes – aptly summarised by their inspiring motto: FEEL GOOD. DO GOOD.

And it doesn’t end there! There are more Fitbit campaigns in the pipeline to keep us all on our toes!

What our client said

It has certainly been an epic project, in every respect, and also a huge success – our reach and engagement numbers are fantastic! None of this could have happened without everyone involved giving so much – way above and beyond usual expectations. A huge thank you and much gratitude from the Fitbit UK team.

Lucy Sheehan, UK Marketing Director, Fitbit