CASE STUDY / PowerBar
OIC HELPS POWERBAR BUILD A
GLOBAL COMMUNITY AROUND
NUTRITION AND TRAINING
In an effort to become a global embedded-services company, PowerBar was searching for strategies to develop digital engagements, to deepen the dialogue with athletes, consumers, and partners.
PowerBar contacted OIC to discover ways they could leverage content-rich tools and deploy them across multiple platforms, including PowerBar.com and social networking sites. The brand wanted to engage consumers as a sports nutrition know-how company delivering knowledge, tools and services, and performance-enhancing products.
OIC developed a global community where PowerBar athletes, consumers, and partners can communicate with each other and with the brand through blogs, photo and video galleries, event submissions, athlete groups, and viral content-sharing features. The PowerBar Engagement Platform reaches out to targets through community, sport, or product, providing clear paths to specific content, better addressing their needs.
With PowerBar nutritional information and e-commerce links delivered throughout the platform, PowerBar.com is a global community Web site in which athletes from every country can learn, train, and share content specific to their sports. Garnering a 350,000 opted-in consumer base,* many have called the site “best in class” for athlete-focused, tools, and community features.
By working with OIC to develop Web sites, mobile applications, widgets, social media avenues, and extending the PowerBar brand across all market venues, PowerBar has met their objective of significant growth in opted-in online consumers.**
*Based on Nestl CMT opted-in consumers as of September 2011.
**As of September 2011, based on Nestl CMT tracking, PowerBar had a 350,000 opted-in PowerBar.com consumer base; 215,560 Facebook “Likes;” and, 5,510 Twitter “Fans.”