Mobile promotions are running riot and Wheaties is giving people the power in their NEXT Challenge.
Wheaties has always been the athlete’s cereal, with millions of would be healthy people using the image on the box as a guiding light. But now it looks like Wheaties is putting the power in the consumer’s hands with their new way of picking an athlete on the box. Basically users of this app called MapMyFitness have to register for the Wheaties NEXT Challenge, then pick a preferred athlete and compete with other users’ athletes. How exactly do they compete? The athlete whose users log the most workouts with the MapMyFitness app gets on the box. Workouts equal votes. When only half the country makes the effort and votes for a president, it’s doubly shocking to me that this process is actually gaining some momentum. 16 million people have registered so far and over 600,000 are doing some kind of workout. Go you chicken fat, go away!
With Old Navy giving sweet summer deals via their flip flop twitter campaign, this idea of targeting mobile users is gaining steam. But with Wheaties’ newest experiment, are you willing to sweat for your favorite athlete? If you’ve been inspired to get yourself in tip top shape by the Iphone spot “Strength” that has been playing during the World Cup every five seconds, MapMyFitness could give you someone to work for. Or maybe not.
The winning sports personality will appear on a box in early 2015.