What goes better with Back-to School (BTS) shopping than an Auntie Anne’s Pretzel and a Coke? Nothing. And in Auntie Anne’s and Coca Cola’s case, they want to know how many other BTS shoppers agree. These mobile savvy brands want to know exactly how many consumers redeemed that mobile offer at a targeted Auntie Anne’s location. So what can we learn from a pretzel? How mobile can close the loop.
Today we announced a unique program that we are executing with Auntie Anne’s, Coke and tech partner, Sparkfly. The mobile ad campaign is running exclusively on Millennial Media’s platform, and it features coupons for an item-specific offer from Coke and Auntie Anne’s. It targets potential Auntie Anne’s customers in Atlanta, and is using Millennial Media’s audience targeting to leverage the uniqueness of mobile and reach consumers when they are near specific locations.
Once a consumer sees one of the ads, they can immediately go to an Auntie Annie’s location to redeem the deal, or if they prefer, they can also choose to save the deal for later. If they want to save the deal, they will receive an SMS message with a link to a unique redemption code that can then be pulled back up and used when they desire.
This campaign provides great insights to the marketing organizations at Auntie Anne’s and Coke, as they will receive the item level detail on how the campaign performed, from the mobile ad analytics provided by Millennial, and the Point of Sale redemption data provided by Sparkfly. Basically, the campaign closes the loop and delivers on yet another promise of mobile.
Heather Neary, CMO of Auntie Anne’s, summed up the campaign by saying:
“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.”
Here’s a high level infographic below that we created to provide a visual example of how the campaign works: