RXBAR wants to fuel active individuals' fitness journeys with its protein bars and a limited run of resistance bands called RXBands that can be stretched to reveal a unique code. These resistance bands only reveal a code once they're put to work and Canadians can enter their code online for their chance to win prizes like an Apple Watch, gift cards to Sport Chek and RXBAR protein bar boxes.
"We wanted to provide a real, tangible solution to help people stay motivated on their fitness journey," said Nicole Gawen, Head of Marketing at Kellanova, "After all, you get out what you put in, and no workout proves that better than resistance bands." To help RXBands reach the right people, RXBAR is teaming up with three fitness personalities on Instagram.
Why This Trend Is Growing
- Interactive Fitness Accessories
- By incorporating hidden codes that are revealed through use, fitness accessories like the RXBands offer an interactive and engaging experience for users.
- Gamified Fitness Incentives
- Adding unique codes to resistant bands allows fitness brands to gamify the workout experience and provide users with additional motivation to reach their fitness goals.
- Collaborations with Influencers
- Teaming up with fitness personalities on Instagram allows brands like RXBAR to leverage the influencers' reach and target their products to a relevant audience.
Industries Being Reshaped
- Fitness Equipment
- The incorporation of interactive elements, like hidden codes, in fitness accessories such as resistance bands presents disruptive innovation opportunities for the fitness equipment industry.
- Wellness
- The gamification of fitness incentives by adding unique codes to resistant bands opens up disruptive innovation opportunities for the wellness industry.
- Marketing and Advertising
- Collaborating with fitness influencers on social media platforms like Instagram offers disruptive innovation opportunities for the marketing and advertising industry to promote fitness products.
