Prudential is helping customers plan for a healthy future both physically and financially with a contest that leverages mobile fitness application MapMyFitness to drive interest in 401ks and running 4.01 kilometers.
The financial service is launching a campaign to encourage consumers to take a pledge to plan for their future by saving at least one percent a year towards retirement. Users can win a contest by making the pledge and running a 4.01k, logged on the fitness app.
"The partnership plays well with the Race To Retirement product and further positions Prudential as a 'partner' with its customers," said Jeff Hasen, founder of Gotta Mobilize and author of The Art of Mobile Persuasion.
Prudential mobile partnerships
Prudential is attempting to drive signups for 401ks and retirement services through its Race for Retirement campaign, which sparks consumers to think about their future. It is targeting younger consumers to plan ahead through a partnership with mobile apps and a giveaway.
The MapMyFitness app
The brand has curated a mobile-optimized digital hub which users can access for information regarding retirement and financial planning. The Web site also encourages users to become a part of its 4.01k run and pledge for retirement planning.
Participants sign up for free to MapMyFitness which tracks their physical progress through smartphone GPS technology. The app then tracks users who have taken the pledge and once they have reached a running total distance of 4.01 kilometers or 2.49 miles then they are eligible.
Those who have completed the 4.01k are entered for a chance to win a $500-spending spree to fitness apparel brand Under Armour. The contest is a part of its Race for Retirement campaign in which Prudential is airing TV spots filmed at the filmed on November 7 at the Prudential 4.01(k) Race for Retirement in Washington, D.C.
The start of the Prudential race in Washington D.C.
The MapMyFitness partnership is allowing those who were unable to attend the race and way to get in on the action and win some fitness apparel. It promotes Prudentials financial service while also promoting a positive brand sentiment by creating a fun contest in which consumers are interested in participating in.
Fitness app integration
Brands are becoming closer bonded with fitness apps and more partnerships are popping up.
For instance, Under Armour also partnered with the National Basketball Association to develop a mobile-first experience that will connect fans and athletes while inspiring them to be more active and healthy (see more).
Also, Adidas widened its mobile scope by adding the Runtastic application to its repertoire, a move that will likely put it in competition with Nike in the GPS fitness tracking sector (see more).
"Throw in the fact that smartphones are more common with this age group and the brand decided to run with this program. It's not unique so Prudential will be fighting for app share with similar offerings," Mr. Hasen said.
Brielle Jaekel is editorial assistant at Mobile Marketer
Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at firstname.lastname@example.org.