Auntie Anne’s Pretzels to Pilot Innovative Campaign Coupling Mobile Advertising with Real-Time Redemption Analytics
Millennial Media and Sparkfly Partner to Enable Campaign Point-of-Sale Tracking Down to Item Level
Atlanta, GA—July 26, 2012—Auntie Anne’s Pretzels, the world’s largest soft pretzel franchise, is partnering with The Coca-Cola Company, Millennial Media (NYSE: MM) and Sparkfly Inc to pilot a mobile advertising campaign that will offer consumers a mobile deal that can be measured and tracked seamlessly through the point of sale, down to specific consumer purchases at the item level.
The mobile ad campaign will be running during the heart of Back-to-School shopping season. The mobile ad creative will test different combinations of Auntie Anne’s and Coke items for purchase at ten Atlanta-area Auntie Anne’s locations, and each ad unit will contain a unique redemption code from Sparkfly that enables the item-level tracking of individual consumer sales and the revenue impact of the promotion.
Heather Neary, Auntie Anne’s Chief Marketing Officer said, “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. We have never been able to measure either of these before, and it’s a solution that we can see taking us into the future. 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.”
Point of sale redemption and data tracking is powered by Sparkfly’s patented software platform and enabled through integration with major point of sale systems across retail locations. In combination with Millennial Media’s advertising analytics, for the first time, Coca-Cola and Auntie Anne’s will get a holistic view of their advertising campaign with data such as how often ads were viewed and redemption data down to item-level detail.
Consumers who receive the ads will be able to instantly redeem their coupon at checkout, and will also have the ability to save the deal for later. If a user chooses to save the deal, they will receive a SMS message with a link to the redemption code that can then be used at any time during the promotional period.
“In partnership with Millennial Media, we have solved the long-time digital advertising dilemma of how to track an ad’s impact on consumer purchases at the retail point of sale,” said Catherine Tabor, CEO, Sparkfly Inc.
This campaign is running exclusively on the Millennial Media platform, providing Coke and Auntie Anne’s the ability to reach consumers on over 7,000 devices across more than 30,000 mobile apps.
“Marketers are shifting local market advertising spend into mobile and are driving real world value in a way not possible with more traditional channels,” said Marcus Startzel, GM, North America at Millennial Media. “Mobile provides brands new levels of immediacy and relevancy, and with advanced audience targeting, marketers can be sure they are reaching the right consumers at the right place and time.”
About Auntie Anne’s
Auntie Anne’s Inc. is the world’s largest franchisor of hand-rolled soft pretzels, supporting more than 1,170 Auntie Anne’s® Pretzels locations worldwide. The concept mixes, twists, and bakes pretzels to golden brown perfection in full view of customers. Auntie Anne’s is committed to pretzel perfection by guaranteeing you will love its pretzels or they will replace them with ones that you do. For more information about Auntie Anne’s Inc., visit www.auntieannes.com, www.facebook.com/AuntieAnnesPretzels, or www.twitter.com/AuntieAnnes.
About Millennial Media
Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help app developers and mobile website publishers to maximize their advertising revenue, acquire users for their apps and gain insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to deliver rich and engaging ad experiences to consumers on their mobile connected devices. Visit www.millennialmedia.com for more information.
Founded in 2001, Sparkfly enables manufacturers and retailers to deliver item-level promotions anywhere on the mobile web and to track their redemption at the physical point of sale. Because of its integration across many leading point of sale platforms, Sparkfly provides marketers the first-time ability to tie full basket transaction detail back to an individual promotion and consumer. Sparkfly is a privately held company headquartered in Atlanta, GA. For more information, visit www.sparkfly.com or e-mail us at email@example.com.