Despite being a universally recognized name in health and fitness wearables, Fitbit turns to paid media whenever it releases a new connected wristband.
Because Fitbit is a lifestyle product, it wants to find ways to insert its brand into consumers’ fitness regimens – not just hammer them over the head with basic banner ads and pre-rolls.
With the rise of binge viewing and video-on-demand services, brands are increasingly testing product placements, a format that tends to fit in more natively into streaming video content.
In Fitbit’s case, it wanted to align with health and fitness content to create awareness for its new connected fitness tracker.
For the launch of its slimline Alta HR fitness tracker, Fitbit aimed to increase its share of voice in the European and UK market. So, Fitbit sponsored 18 five-minute episodes on British broadcaster Sky’s video-on-demand series “Fit in 5.”
The six-week campaign, featuring fitness personalities imparting health and fitness tips – outfitted with Fitbits, of course – kicked off during the first week of May and will run through early July across Sky’s TV everywhere and on-demand services.
Then, in July, Fitbit will debut a linear TV ad for its Alta HR fitness tracker on Sky’s live sports channel, Sky Sports Mix.
“This was a really different launch process for us because normally, our on-demand programming is just derived from what you see on linear TV and this is one of the first times broadcast will air after on-demand,” said Katie West, controller for branded content at Sky Media.
Continue reading »