Touchpoint fires up adidas runners

15 July 2006

Recreational runners will never again be slowed by waning motivation thanks to an innovative training programme that harnesses the web and mobile phones to keep runners focused on their goals.

Called adirun (www.adiRun.co.nz), the initiative provides a 12-week training and nutrition programme for buyers of adidas running shoes. Runners are able to set goals and receive tailored programmes based on responses to an online questionnaire. A feature of the programme is the opportunity to network with other runners, via bulletin boards, instant messaging and emails. Text messages and emails outlining the week’s training schedule keep runners ontrack and motivated.

Working with adidas advertising agency TBWA\ TEQUILA\, Touchpoint’s marketing automation technology platform manages programme opt-in via web, automated email and SMS messaging and a permission database, providing a single view of programme participants across multiple channels

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