Couch Potatoes Get Their Own Fuelband: The Joe Boxer Inactivity Tracker

Product Idea Plays Off the Fitness Tracker Phenomenon

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Fuelband, Fitbit, Jawbone, you now have a new kind of competition: the Joe Boxer Inactivity Tracker. The Kmart pajama and underwear brand is addressing the needs of those who prefer to lounge around and do nothing with this new device that basically rewards users for doing as little as possible.

Created out of FCB Chicago, the Inactivity Tracker hooks up to an iOS or Android app and will give users props for their laziness. They'll be able to reach levels such as "Couch Commander" and "Cryogenic," and will receive words of encouragement like "Congratulations, you've reached a new low!"

"The Couch Isn't Going to Sit on Itself," reads branding on a dedicated page for the limited edition device, which will be give to the first 50 shoppers who buy select Joe Boxer PJs at the Kmart store at New York's Astor Place. The wristbands will also be given to fans on social media who use the #chillhard hashtag.

To accompany the device, FCB Chicago also created a 60-minute "Lounger Games" video, featuring men in their Joe Boxer pjs chilling on recliners, complete with play by play narration of the inaction. Watch an excerpt here.

Read the full story behind the Inactivity Tracker on

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Apr 17, 2015
FCB Chicago
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