Future Now
The IFTF Blog
Fitness product does social media marketing right
I'm at the Games for Health Conference, which is sponsored by the Robert Wood Johnson Pioneer program. A product manager from Electronic Arts (EA) gave the morning keynote about the success of their product launch for Sports Active, which is a fitness program that uses the Wii platform. EA is well-known for its line of sports games, as well as other genres generally targeted at a male, video-game playing audience.
Sports Active is a new product that is aimed primarily at a female audience, specifically busy moms.
One of the things I found most interesting about the presentation was EA's early marketing efforts. It recognized that it needed to engage with this population where they spent time online, so it reached out to the communities of moms on BlogHer, Hi-Yech Mommy, Cafe Mom, Mother Click, and iVillage. Ultimately, it targeted 1000
influential mommy bloggers.
The product seems to deliver what these women wanted in a video game based workout: Sports Active provides a guided, personalized experience that really makes you sweat in the convenience on your own home.