Based on an iPhone app, users
sign up to exercise a certain number of times each week and are charged for failing to meet their goals. At a minimum, GymPact users must commit to one 30-minute workout a week and agree to pay a US$5 penalty for missing it. At the end of each week, GymPact charges those (via credit card) who fail to meet their goals; the money collected is distributed to users who kept their commitments. Unlike most other incentive-based fitness apps, GymPact
In retail, customers of loyalty schemes such as Air Miles can be convinced to change their behaviour for just £33
Another social media-driven
initiative was the UK government’s Change4Life campaign. The public health programme was launched
in 2009 by the Department of Health and was the country’s first national social marketing campaign designed to tackle the causes of obesity. The scheme encouraged people to adopt six healthy
uses the inbuilt GPS of the iPhone to track movements and ensure users are honest. Each time a GymPact member checks in at a gym, swimming pool or a sports facility, they will receive credits to avoid being charged extra.
Social pokes GymPact is a great example of how social media and mobile technology can be harnessed to assist with a nudging campaign. However, not all ‘nudges’ are universal successes.
April 2014 © Cybertrek 2014
behaviours – relating to diet, activity levels and alcohol consumption – and adopted an integrated marketing approach. As part of this, the brand had a strong presence across a range of social media platforms, while NHS staff distributed more than 6 million items of Change4Life material to the public. Change4Life adverts were also broadcast in a variety of marketing channels – including television advertising created by Aardman Animations. As far as establishing the Change4Life brand went, the
campaign was successful. For the first year, the Labour government set a target of ensuring 44 per cent of mothers with children aged under 11 would recognise the brand. This
Read Health Club Management online at
healthclubmanagement.co.uk/digital 45
PHOTO:
SHUTTERSTOCK.COM/SERHIY KOBYAKOV
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