Hasta La Creative!

CBS is integrating Fitbit Flex activity trackers into this season of “Big Brother,” letting viewers track the contestants’ movement and other physical data. The trackers are already ranking the houseguests from most active to least active, providing fodder for potential rewards or punishments.

Throughout the season, according to CBS, Fitbit will reveal contestants’ weight, number of steps taken, miles traveled, calories burned and active minutes, which can all be monitored on CBS.com.

Asked whether Fitbit had any concern about appearing on a show that’s essentially about taking away people’s privacy, Tim Rosa, VP-marketing at Fitbit, said no. “People that know us know our position on privacy,” he said. “We don’t share our individual data.”

Continue reading at AdAge.com