Trident (News - Alert), the company largely known for its popular selections of chewing gum, has launched a new marketing campaign this holiday season through a partnership with Strap, a startup that tracks data from wearable technologies for marketing and analysis. The campaign will also rely on a partnership with a mobile coupon app, Koupon Media.

The goal of this advertising campaign is to encourage users of wearable technologies to share their data from wearable devices, such as their steps taken, flights of stairs climbed, or calories burned. The campaign uses this data to encourage and reward healthy behaviors. When Strap is altered through these wearable that a user, for example, achieved a certain number of steps taken, they will contact Koupon Media who will reward the user with an exclusive offer, for example for a free pack of Trident gum.

With the increased popularity of wearable technologies, attempting to pair advertising with their use is an interesting and innovative idea for brands. People rely heavily on wearable fitness trackers for health metrics; soon, brands may cash in on that intel, too.

Advertising campaigns like this one launched by Trident couples the data that people crave from their fitness trackers with the tantalizing possibility of external recognition, with tangible spoils. This will generate increased goodwill towards the brand, as people naturally seek this sense of reward.

More and more brands should begin to look toward marketing campaigns that center around wearable technologies. They provide a tremendous opportunity for brands to put themselves quite literally in the pocket of their target markets. By allowing customers to “passively” interact with a brand, companies can increase their popularity and presence with their customers. Trident is setting a strong example for how to correctly leverage the wearable technology craze for personal gain.