Kum & Go, Trident Tap Wearable Technology for New Campaign

WEST DES MOINES, Iowa — Select Kum & Go convenience stores will reward shoppers for healthy and active behaviors over the holiday season by participating in the Trident gum brand's C.H.E.W. (Change Health Every Week) campaign. Customers can share their data, including activity, sleep and food details, via their choice of wearable device, smartphone or activity app in exchange for exclusive offers.

Trident is working with human data intelligence platform Strap and mobile couponing platform Koupon Media to execute the campaign within Kum & Go's mobile app. Shoppers can opt into the C.H.E.W. campaign within the Kum & Go mobile app. The Strap platform will then trigger Koupon Media to send an offer inside the app when a user reaches pre-fixed thresholds, such as a free pack of Trident gum when they take 10,000 steps.

"Having the ability to send real-time notifications based on fitness activity and other data will help us increase engagement in our mobile app and make our messages more relevant to customers living a balanced lifestyle," stated Kum & Go Digital Marketing Manager Mike Templeton.

The C.H.E.W. campaign marks Trident manufacturer Mondelēz International's first innovative campaign using wearable technology. Mondelēz is working with Strap through its Shoppers Futures program, a competition that pairs startups with Mondelēz power brands to pilot solutions in retailer locations in just 90 days.

"Shopper Futures allows us to collaborate with some of the brightest minds in mobile technology and tackle pressing retail issues and the increasingly complex path-to-purchase, ultimately shaping the future of retail, in-store and online," said Kim Yansen, director of field shopper marketing for Mondelēz.

West Des Moines-based Kum & Go operates 432 convenience stores in Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming.

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