Having reached 130,000 downloads, plans are being put in place for the continued development of the recently launched fitness iPhone app for Lucozade Sport.
The app, developed by Fuse Digital and launched in the middle of June, has already reached 130,000 downloads as of 2 August, with the client now looking to take the app to new Smartphones.
Vicki Bohlbro, senior brand manager at GlaxoSmithKline for Lucozade Sport, commented; “Reaching 100,000 downloads is an amazing achievement and we are obviously thrilled with the runaway success of the app. We have always held the view that FitCoach would deliver tangible benefits for consumer and brand and our results to date validate these beliefs.”
The soft launch of the online app in April had no media spend to support it, before being followed by the iPhone app which was promoted through offline channels and was more recently promoted by the agency through portfolio sites which has spiked downloads in the last few weeks, reaching 20,000 downloads a day at one stage.
“The focus is always on quality content as we’re serving a need in delivering a health and fitness app that wasn’t there, as you had to go and pay for the content that we’re offering. But Lucozade has access to some fantastic contacts and expertise, working with some leading fitness professionals and they have their own sports scientists and that allowed us to deliver some great video content and tie it into their core proposition,” explained Dan Neville, strategy director for Fuse Digital to The Drum.
He added that the intention was to now develop the app for other Smartphones such as Android.
“We’ve talked about the feedback we’ve received since launch the app on how we can improve it and evolve it. This success reinforces the fact that the strategy is moving in the right direction through the digital space,” said Neville.