Running Heroes, la plateforme qui récompense les coureurs

La pratique du running est très en vogue, de nombreux coureurs utilisent des applications pour suivre leurs progrès. Ces data enregistrées chaque jour par des milliers de runners sont désormais utilisées par les marques grâce à Running Heroes.

« Dans le monde du sport, le marketing est roi, et l’entretien d’un lien avec la communauté des pratiquants devient primordial. Les marques ont besoin de communiquer, de se positionner, d’atteindre leur cible potentielle en mettant en avant leurs innovations. » constate et explique Boris Pourreau, co-fondateur de Running Heroes.

Cette plateforme permet aux marques de cibler des consommateurs précis selon les informations qu’ils partagent mais aussi de récompenser les coureurs selon leurs efforts. La plateforme a aujourd’hui de nombreux partenaires comme Nike, Damart, Bio c Bon, Mizuno, etc, et collecte les informations de plusieurs plateformes telles que Nike+, Runtastic, RunKeeper, MapMyRun, etc. Ce sont déjà plus de 25 000 récompensent qui ont été offertes par les 150 marques partenaires aux runners inscrit sur Running Heroes (lancement en mars 2014). La notion de récompense a pour but de motiver les coureurs et d’en faire toujours un peu plus et repousser les limites.

Les utilisateurs d’applications et d’objets connectés pour courir sont à 58 % des hommes et 42 % des femmes, plutôt CSP+ et avec une moyenne d’âge de 34 ans.

running_heroes

Type de récompense proposée selon le nombre de points cumulés

Côté marques, la plateforme Running Heroes offre la possibilité de cibler très précisément une communauté grâce aux informations qu’elle partage. La plateforme possède une base de données de plus de 100 000 personnes qui partagent différents types d’information : sociologique, géographique et les performances sportives. Grâce à ces data, les marques partenaires mettent en avant des produits à destination d’un certain nombre de runners qui correspond parfaitement à la cible choisie. « La mécanique de récompenser les coureurs, couplée à la possibilité de cibler et segmenter les campagnes afin d’éviter ainsi la déperdition des messages nous ont séduit. Running Heroes a été un choix évident pour répondre à nos objectifs d’image plutôt que commerciaux. C’est pour cette raison que nous avons fait le choix de faire gagner et vivre de véritables expériences telles que des voyages pour assister à différents évènements sportifs ou des rencontres avec des athlètes. » explique Aurélien Abdelhafidh, Directeur Marketing, E-commerce et Retail, Mizuno France, marque partenaire de la plateforme Running Heroes.

Running Heroes surfe donc sur le succès du running et a compris comment offrir la possibilité aux marques de se connecter à une communauté ciblée. Cette plateforme est à la fois utile pour les marques et les consommateurs. L’objectif de la plateforme est mis en avant en toute transparence et démontre que l’utilisation des datas peut être bénéfique au consommateur. Sur son site internet, Running Heroes prodigue également des astuces et conseils aux runners et présente les différentes courses de running organisées en France.

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1 Rétrolien / Ping

  1. Le magazine The Running Heroes Society est sorti !

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