Insulated beverage bottle manufacturer Thermos LLC has launched a free iPhone application called OasisPlaces that engages consumers by providing a utility.

Thermos is targeting consumers looking for ways to stay cool and hydrated while on-the-go during perhaps the hottest summer in recent memory. Leveraging the iPhone?s GPS, OasisPlaces is a user-generated guide that lets users track locations, ratings and photos of public water fountains nationwide.

?Thermos has been making products that help people lead healthier lifestyles for over a century,? said Julie Ryan, director of marketing at Thermos, Rolling Meadows, IL. ?With the company?s insulated hydration bottle offerings and new OasisPlaces iPhone application, it is easier than ever for families, outdoor athletes and anyone on-the-go to enjoy a refreshing and healthy drink of cold water while avoiding disposable plastic water bottles.

?OasisPlaces is a user-generated app that makes it easy for consumers to locate public water fountains and refill their reusable hydration bottles, making it both budget- and environmentally-friendly, just like our products,? she said.

?The OasisPlaces app is just one more way the Thermos team is making it easier to take fresh and healthy beverages on-the-go.?

Thermos is a manufacturer of insulated food and beverage containers, children's lunch kits and other consumer products.

The company partnered with Chicago-based Method Engine to create OasisPlaces.

Branded apps must be useful or entertaining
While many people have made a commitment to avoid disposable bottled water, it can be challenging to keep a reusable bottle full of fresh water while away from home or work.

OasisPlaces makes it easier than ever for families, outdoor athletes and anyone with an active lifestyle to avoid disposable bottles by finding free water and sharing information about specific fountains with others.

Registered users can add new fountains, images, comments and ratings on the following criteria: coldness, cleanliness, location and flavor.

By highlighting the use of reusable beverage bottles, Thermos is positioning OasisPlaces as both budget- and environmentally-friendly.

Users can reduce their amount of bottled water waste and also save money by eliminating the cost of disposable bottles.

Buying just one disposable water bottle a day can cost an average of $450 a year, according to Thermos.

To celebrate the launch of the OasisPlaces application, Thermos is sponsoring random giveaways of free insulated hydration bottles to registered application users this month and next.

OasisPlaces is available as a free download on iTunes. Here is a screen grab:

For the initial launch this summer, Thermos will get the word out about the application using social media outreach via its Twitter (@ThermosBrand) and Facebook pages with the help of its agency Wheatley & Timmons.

The company will also be spreading the word through targeted media outreach in a variety of channels.

?We certainly intend on supporting the app for years to come, and online advertising will likely be a part of our future strategy,? Ms. Ryan said.

Thermos sees a wide audience for the application.

?While most of our programs are specifically directed to a target consumer, what's great about OasisPlaces is that it is appropriate for a range of consumers all across our different targets,? Ms. Ryan said.

?For example a mom might use the app to fill her kids' Foogo sippy cup, a runner may use the app to plan their run around keeping their hydration bottle full and even a college student might use the OasisPlaces app to fill their stainless steel ROHO bottle,? she said.

Final Take
Dan Butcher, associate editor, Mobile Marketer

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