Ahead Of The Curve Blog

digital audience engagement

Entries for month: February 2013

10,000 steps to audience engagement

21 February 2013 · By Steve Nilan

Every publisher wants to find better, smarter ways to engage with audiences. I’ve discovered a new programme that is so powerful it keeps its audience engaged 24 hours a day.

It even works during sleeping hours. It appears to be pretty simple, until you realise it takes 10,000 steps to get to the goal and then you need to start all over again. It’s powerfully addictive but perfectly legal. On top of all that, it is actually good for you, too.

Before I start sounding like a pitch man on a late-night infomercial (“Wait, there’s more!”), the breakthrough is a remote fitness monitor called FitBit. Think of it as a very smart digital pedometer that tracks your steps taken, flights of stairs climbed, calories burned, and levels of activity achieved.

The technology is truly amazing. The FitBit is a small, wearable Bluetooth device with a three-dimensional accelerometer to sense user movement, plus an altimeter that measures elevation gain to count floors climbed.

It can even measure sleep quality: how long it takes you to fall asleep, how often you wake up, and how long you actually sleep. The daily goal is to walk or run 10,000 steps and 10 flights of stairs, but the objective is a healthier you.

Game on. Our competitive nature is a basic instinct.

The FitBit experience is a perfect example of the power of gamification. It’s a round-the-clock game where FitBit users are highly motivated to achieve a personal fitness goal and compete with others for intrinsic rewards and bragging rights.

My wife and I both got FitBits for Christmas. We were already in a friendly competition over who could get better gas mileage when driving our Prius hybrid.


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