fitbitAquaMolly Aigeldinger, Megan Dunn, Matt Jacques, Salvatore Sherma,

Maddy Waldron

Contents1.SWOT Analysis

2.IMC Campaign

3.Public Relations Plan

4.Events & Sponsorships Plan

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Strengths● Social Element● Media Presence● Price Point cheaper than

competitors● Strategic Partnership with Tory

Burch● Strategic Partnerships with other

fitness apps

Threats● Larger tech companies● Skews more to female audiences

than males● Stereotyped as the fitness

tracker for the “non-athlete”

Opportunities● Green technology● Extrapolate to larger athletic

audience● Expand globally● Olympics 2016● Use of celebrity spokespersons● Make waterproof

Weaknesses● Flex band easily replicated● No strong international presence● Not Waterproof

Waterproof adaptation to fitbit Flex

Wear everyday, everywhere fitness band

Appeals to water athletes

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IMC Campaign

1. Creative Brief

2. Traditional Media

3. Digital/ Alternative Media

4. Budget Breakdown

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Creative Brief

Conquer All Terrains

Train With Your Nation Olympic Extension

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Traditional Media

Magazines

Men’s Health, Women’s Health, Fitness, Esquire, Shape, Health & Fitness, Cosmopolitan

Radio

Local radio stations throughout the country, focused around cities with higher presence of joggers and water athletes(market research)

Television

ESPN, Fox Sports, special extended spots during large sporting events (especially Olympic related events) 7

Conquer All Terrains Print Ad

“Life never stops. And your fitness band shouldn’t either. With fitbitAqua, you

can run, walk, bike, ski and now, swim. Dive into the possibilities of the

industry’s sleekest waterproof athletic tracker to unleash your full potential.

#ConquerAllTerrains”

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Train With Your Nation Print Ad

“Tim Hornsby does not let the fear of a little water damage keep him from

training big. That’s why he uses fitbitAqua, the now waterproof fitness band which tracks activity, exercise,

food, weight and sleep.

Let your fitness band think for you. All you have to do is dive in.

#TrainWithYourNation”

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Train With Your Nation Radio Spot

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“Life never stops. Your fitness band shouldn’t either. We’re taking ‘you vs

you’ to a whole new level. With fitbitAqua, you can run. You can walk. You can swim. You can dive. You have no limits. Now nothing can stop you

from reaching your goals. Just like how nothing stops them. We’ve teamed up with Olympic athletes to bring the Rio

experience right to your fitness routine. So now, you can train with

your nation”

Conquer All Terrains TV Commercial

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“Life never stops. Your fitness band shouldn’t either. We’re

taking “you vs you” to a whole new level. With the new FitBit Aqua, you can run, you can

walk, and now... you can swim your way to a healthier you. No

matter what your goals or where you are on your journey, FitBitAqua helps you conquer

all terrains.”

Digital / Alternative Media PlanNew Social for fitbitAqua

Facebook, Twitter, Youtube, Instagram

Enforce lifestyle branding and water resistance among social platforms

Incorporate in app

Website

Integrate with campaigns

New landing page for Aqua

Other

Sponsorship

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@fitbitAquaFacebook

User-generated content campaigns

Advice for a healthy lifestyleTwitter

Athlete takeovers

Youtube Video advertisements

i. Share workouts

ii. Share healthy lifestyle advice

iii. Incorporate athlete endorsers in videos

Instagram Athlete Takeovers Share UGC

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New Landing Page

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Media Schedule

Pulsing/BURST media schedule Picks up in the early spring months prior to the Olympics.

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Late May- August

January

December

Media Budget Breakdown

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Media Advertising Budget: $41 million

Percentage of Spend● TV: 59%● Digital: 20%● Magazine: 14%● Radio: 6%● Other: 2.4%

Public Relations 1. Objectives

2. Tools

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Objectives

Create a campaign promoting the new fitbitAqua product that educates and informs the target market of the product extension.

Create an emotional bond between the image portrayed by the campaign and the consumers the ads are aimed at.

Implement a sense of continuity by featuring the overarching slogans of “Conquer all terrains” and “Train with your nation” on all media platforms.

Create excitement around the new product and the campaign itself. 18

ToolsSend press release to relevant publications that match our target

market, to inform the public and create excitement surrounding the launch of FitBit

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Events / Sponsorship

s1. Objectives

2. NYC Triathlon

3. Olympic Trials

4. Rio 2016

5. IMC Reinforcement

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NYC Triathlon 2016

Raising awareness for the new Fitbit Aqua, especially its new water proof feature

NYC Triathlon on July 26th, 2016

First 100 registration winners receive personalized fitbit with number and color.

Cost of goods sold = $10,000 maximum 21

USA Swim Tryouts: Omaha, NE

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Promote #TrainWithYourNation tagline and campaign.

Top finalists who progress to the Olympic games are offered the opportunity to be sponsored by fitbit for the future app.

Fitbit representatives will be at the final competitions to present select swimmers with a sponsorship deal.

Event takes place June 26th - July 3rd

Train With Your Nation: Rio 2016

Will be launching sub-campaign, Train with Your Nation, pre/during the duration of the Rio 2016 Olympics.

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Using these platforms as a Cross Promotional Tool users to interact with each other and athletes within the social app.

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Digital and App Interfaces

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● Demo of the user interface on mobile app and online. ○ Pick an athlete and follow their

training routines so you can #trainwithyournation

Train with Your Nation Social InterfacePrototype of what the social interface will look like after you “Pick Your Athlete.”

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Thank youAny Questions??

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