FitBit, the wearable fitness tracker which is currently the subject of a big by Google parent Alphabet, has partnered with the Irish Times to launch a cross-platform campaign to promote its new Versa 2 fitness tracker.
In a deal brokered by UM Dublin, which manages Fitbit’s European media buying and planning, the campaign includes native articles’, online display, a podcast sponsorship, outdoor advertising and a competition.
According to Briain Curtin, marketing director, FitBit: ‘We are extremely excited to launch our new flagship smart watch, Versa 2 ahead of the busy Christmas rush and even more excited to partner with the iconic brand that is The Irish Times. The Irish Times offers an authentic and high quality partner, allowing us to connect with the right audience at the right time in a credible way. UM and Freedman International, alongside The Irish Times Sales Team, have worked tirelessly to bring this cross-channel partnership to life and we’ve seen an incredibly positive response so far!’’
Gavin Buggy, senior international account manager, UM Dublin adds: ‘’Here at UM Dublin and Fitbit, we are delighted to have partnered up with The Irish Times to launch the exciting new Versa 2 smartwatch into the Irish market. This partnership will see Fitbit harness the power of The Irish Times’ audience and storytelling, where we have a variety of activity running throughout the remainder of the year. We were thrilled to have been involved in a multiplatform campaign that included a creative wrap of the iconic Irish Times building showcasing the new Versa 2 Smartwatch. Freedman International worked on the creative for this piece where localised tone & content was produced with a lens on the Rugby World Cup (albeit the World Cup result wasn’t what we had hoped for…). We have seen huge traction from this site alone with over 9,000 people engaging with the brand through the creative mechanic, well above any initial KPI that we would have placed against this. This is a really exciting time for Fitbit, UM and The Irish Times and we are looking forward to seeing the rest of this campaign through. ‘’
Mike Sleeman, Account Manager, The Irish Times adds‘’It is fantastic to be working with such an innovative brand like Fitbit and with such a dedicated team from UM Dublin. Together we have built a digitally led campaign which is focused on reaching the right audience at the right time to deliver tangible results. This approach while leveraging multiple touchpoints across The Irish Times and our wider group will ensure we connect with the right audience and keep Fitbit front of mind when they consider buying a smartwatch for themselves or others. This multi channel proposition is a great example of how The Irish Times is evolving in our delivery of effective results and bespoke solutions for our clients.”