HEADLINES
Active Athlete Media Enables Mobile Marketing for Ford Ironman World Championship
By
Oct 29, 2007 - 9:45:40 AM

Active Athlete Media, an online media company that connects advertisers with consumers engaged in lifestyle sports, has broadened its portfolio of services to help customers extend event coverage to more sports enthusiasts "on-the-go." Specifically, the company is leveraging advanced text messaging and Web browsing technology to effectively engage an active, mobile audience and keep fans closely connected to their favorite events. Ironman is the first to benefit from Active Athlete's mobile marketing services, implemented during the recent 2007 Ford Ironman World Championship in Kailua-Kona, Hawaii.

The technology will be used again at Ford Ironman Florida on November 3rd and at the Ford Ironman World Championship 70.3 on November 10th.

As part of an extended digital marketing strategy to move beyond traditional offline and online marketing, Active Athlete engaged AT&T as the exclusive wireless provider for key Ironman triathlon events this fall, to deliver event information via mobile phones. This includes text message (SMS) updates with participant status at key checkpoints, as well as a custom-built Web site (WAP) for optimal viewing on mobile phones, even supporting streaming video.

"In today's mobile world, with consumers leading more active lifestyles, it's important to hit people with relevant information where and when they want it," said Robert Tas, CEO of Active Athlete Media. "Our goal in offering enhanced mobile marketing strategies is to help reach sports fans wherever they are - ultimately increasing brand awareness, consumer affinity and loyalty."

"We recognize that more and more people are on-the-go, so delivering instant coverage to a mobile audience is a natural extension to our marketing strategy," said Bill Potts, vice president of marketing for Ironman. "Active Athlete has helped us make it easier for fans to stay connected with the event, as well as their loved ones participating in the competition." 

Active Athlete has worked with Ironman the past two years, providing online advertising for www.ironman.com. This year, in addition to mobile marketing services for the 2007 Ford Ironman World Championship, the company provided signage for the onsite "Ironman AT&T Mobile Experience" and other promotional materials distributed throughout the race venue.

"While the athlete is our true north, this program is also a prime example of how Active Athlete helps both advertisers and publishers utilize new media formats, custom packages and targeted media to reach an audience that is passionate and genuinely interested in the information we're offering," said Tas. "We're serving the needs of those who want the information, as opposed to pushing it on them. It's valuable to them, and they are valuable to us."