The Daily Mirror has teamed up with online diet company Nutracheck to bring readers a unique way to manage their weight. By combining their respective strengths, the resulting slimming club service uses three types of media – online, mobile phones and in-paper support to give members unrivalled access wherever they are. Launched under the ‘Your Life’ brand, the new service is targeted at female readers of the ‘Your Life’ pages within the Daily Mirror.
The technology was developed by Nutracheck who launched the UK’s first combined online and mobile phone weight loss service in February 2005. The Mirror & Your Life online slimming club (www.mirrorslimmingclub.co.uk) offers members an easy-to-use interactive food diary with access to a 30,000-strong food database.
It is possible to search for food items using just the last four numbers of a barcode. Designed to take the hard work out of keeping track of what you eat, the food diary and calorie counter automatically adds up total daily intake against personal calorie and fat targets.
There is even the option to download a version of the food diary and calorie checker onto a mobile phone to stay in control on the move. By synchronising over the air, you can send information from your mobile to your online food diary at the end of the day to stay right up to date.
Daily Mirror Associate Editor Alison Phillips said: “Not everyone has the time or money to go to a weekly club, so this approach is flexible and fits with the busy lifestyles of our readers.
“Your Life slimming club members can keep up-to-date with eating plans, diet tips and great recipes either in the pages of the paper each week or online."
“What’s more our online dieters have the chance to team up with a likeminded ‘diet buddy’ in the Members’ Forum so they’ll find plenty of motivation.”
For those without a PC and access to the internet, there is a mobile solution. By texting ‘Slim’ to 60999, a special ‘Your Life’ Mobile Phone Weight Loss Program can be easily downloaded via a text message – with no need to link up to a PC. Offering similar content to the website, a user is given personal targets and has access to a food diary, calorie checker and food swap ideas. When using the calorie checker, most of the food database is stored on the mobile phone minimising the need for WAP look-up. Plus the Barcode QuickSearch™ technology – the ability to search for a food using the last four numbers of a product barcode – also operates on the mobile phone. Users have at their fingertips, the calorie and fat content of thousands of products including alcoholic drinks, takeaways, fast food and coffee shop products. Checking the calories in a sandwich or latte whilst in the queue, may result in a last minute switch to a lower calorie option!
The Mirror & Your Life Slimming Club also runs a regular column within the ‘Your Life’ pages every Friday, giving readers diet tips, eating plans, recipes, tried and tested new diet snacks and inspirational real-life success stories.
Initial feedback from readers to the new slimming club has been incredibly positive. Digital Content Manager for Mirror.co.uk Neil Kleiner adds: “The creative use of different media within the slimming club makes it accessible to everyone. It’s about real diet solutions for real people using the channels that are most convenient for them.”
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