Ironman makes strides with Active Athlete-enabled mobile updates

By Giselle Abramovich

October 31, 2007

Active Athlete-enabled mobile updates

Active Athlete Media, an online media company that connects advertisers with consumers engaged in lifestyle sports, has broadened its portfolio of services to help its clients extend event coverage to sports enthusiasts on-the-go.

The company is using advanced text messaging and Web browsing technology powered by telecommunications giant AT&T Inc. to engage mobile audiences and keep fans closely connected to their favorite events.

"The service was initiated to help Ironman, the world's largest triathlon event, to extend its event coverage to more sports enthusiasts on-the-go," said Robert Tas, CEO of Active Athlete, San Francisco.

This offering includes text message updates with participant status at key checkpoints, as well as a custom-built WAP Web site for optimal viewing on mobile phones, even supporting streaming video.

Active Athlete's mobile marketing services were implemented for the first time during the 2007 Ford Ironman World Championship in Kailua-Kona, HI. The technology will be used again at Ford Ironman Florida on Nov. 3 and at the Ford Ironman World Championship 70.3 on Nov. 10.

"The mobile marketing service is intended for publishers who are looking to make sure that their audience and visitors can stay connected to their sites and associated events on the go," Mr. Tas said. "Also, it can be sponsored by an advertiser, so it covers both publishers and advertisers."

Active Athlete's goal in offering enhanced mobile marketing strategies to publishers and advertisers is to help reach sports fans and active consumers wherever they are. This ultimately increases brand awareness, consumer affinity and loyalty.

In the case of Ironman, Active Athlete found a relevant advertiser in AT&T. The telecoms firm is looking to build brand awareness with audiences who are active consumers and peripatetic sports enthusiasts.

"Today people are not always sitting in front of their computers but may want to tune in to events or Web sites for information on the go," Mr. Tas said. "This solves that problem for the publisher."

Associate Editor Giselle Abramovich covers ad networks, advertising, search, social networks, television and video. Reach her at giselle@mobilemarketer.com.