BRANDED CONTENT & TECHNOLOGY, THE EQUATION FOR SUCCESS

BRANDED CONTENT & TECHNOLOGY, THE EQUATION FOR SUCCESS

Technology as a solution to content marketing

So, what does this Iberdrola Green Runners Experience consists, that generates so many solutions to our client?

As we were creating an experience, the user could not be only a spectator or we couldn’t wait for him to decide to participate actively in the programme. We had to make sure that everyone could participate. Therefore, our starting premise was: you are going New York City to run NY City´s Marathon.

But, will our client accept this option? What happens with those that had never run before? Or those who had just started to run? Or those that they practiced sport but they didn´t dare to face this challenge?

In Always we had very clear that the best way to make everyone feel comfortable, accompanied and that they could really face the goal was to have an expert beside them. The solution was having a personal trainer who would prepare a personalised training plan according to anyone’s level.

This is a logical situation, but it didn´t solve completely the need. Iberdrola has their internal clients all over the world, so we needed to be conscious about the impossibility of providing a personal trainer for each of them. However, it was unavoidable that the premise was to “personalise the offer” and we had to do it for many people.

Technology completed the process and eased the solution.

We created our own application that could be used from a computer, smartphone or tablet, in which the trainer and users could connect whenever they wanted and without schedule problems.

An application where the user could download the training plans, chat with the coach, inform of news, provide ideas and solutions…

But, also it should be useful and easy to use. Therefore the application synchronized the users cell phone with a heart rate monitor and with one of the most popular runners application, enabling them to upload their results from the smartphone with just one click.

Thereby, Iberdrola offers an experience with their clients, with content generation, technologically adapted to the project needs and that allows to provide value to the users.