Auntie Anne’s Closes the Loop on Mobile Advertising with Point-of-Sale Redemption Tracking

Goal

Reach moms in Atlanta shopping malls and drive redemptions of a deal for an Auntie Anne’s Pretzel.

Summary

Real-Time Redemption Analytics

Auntie Anne’s ran mobile ads that featured a coupon for an item-specific offer. Leveraging back-end technology from third-party technology partner Sparkfly, Auntie Anne’s was able to gain unique metrics on the effectiveness of the offer, down to point-of-sale consumer purchases at the item level.

Smart Targeting

To ensure the ads were hitting the target consumers for the campaign, Auntie Anne’s leveraged Millennial Media’s audience targeting to reach moms in Atlanta.

Saving Coupons for Later

Consumers who saw the ads were able to instantly redeem their coupon at checkout, or if it was more convenient, they could also save the deal for later. If consumers chose to save the deal, they received an SMS message with a link to the redemption code that can then be used at any time.

“One of the primary benefits of the partnership is to track an offer from the onset to point of purchase. Not only can we measure how effective individual offers are, but we can analyze the performance of individual display units. Being able to have a program that can reward new and loyal customers with offers that they want and will redeem, is an extreme benefit to both the consumer and Auntie Anne’s.”

Heather Neary, CMO at Auntie Anne’s