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Fitbit get creative to maintain customer loyalty

As a hi-tech producer, Fitbit know that to stay in the market they need to keep innovating – and retain the loyalty of their existing customer base.

To achieve this, Fitbit are constantly refining their products and introducing new models to the market. Besides creating more sophisticated devices they are also looking at ways to add more value and benefit to their customers to encourage brand loyalty.

Their current programme of incentives features participation in an innovative virtual half marathon, in conjunction with Royal Parks Half Marathon.  The public are invited to participate using either their Fitbit or the Fitbit app on their smartphone in return for weekly prizes. The programme is supported by a digital marketing campaign broadcast via Fitbit’s highly active social media channels.

The event hub

Inca Creative worked in conjunction with web developer Kloc Digital to produce a digital hub for the event. We designed a mobile responsive microsite detailing timings, how to get involved, and illustrating a show cases of prizes to be won -including the exciting new Fitbit Ionic, designed to rival the Apple Watch.

Developing the customer base

There are two means to participate via two registration pathways. The first for Fitbit owners and the second for potential new clients who can join in using just their smart phone and the Fitbit App. This aims to connect with both existing customers and start a dialogue with non-Fitbit owners.

Registration means that the participants’ steps will be counted and each time they cover 13 miles i.e. a Half Marathon, they are automatically entered into that week’s prize draw. This mechanism has been demonstrated to promote customer activity and engagement with their Fitbit device. The activity also provides on-going material for their social media channels.


Email responders and updates

Inca also designed a series of related emails to communicate key messages throughout the event programme.

To discuss how event programmes and customer participation can drive your business call 020 8398 4663 or email the Inca team:

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