Coca-Cola plans to pilot a mobile advertising campaign to see if it can track specific mobile ad placements to actual sales.
The mobile ad campaign, launching tomorrow, will run for six weeks. The creative will test different combinations of Auntie Anne’s and Coke items for purchase at 10 Atlanta-area Auntie Anne’s locations. Consumers who are served the ads will be able to choose to redeem their coupon at checkout or save the deal for later. If users choose to save the deal, they will receive a text message with a link to the redemption code that can be used during the promotional period. Each ad unit will contain a unique redemption code from that allows for tracking of individual consumer sales and the revenue impact of the promotion. The brands are running the effort through Millennial Media’s mobile network within applications.
This is the first time that a brand is able to track — from mobile impression to purchase — the transaction and revenue impact of the promotion, down to individual offers and advertising units.
“No one has been successful in linking digital ads to purchase behavior at physical stores,” said Heather Neary, CMO of Auntie Anne’s.
More in Marketing
OpenAI opens up ChatGPT ads manager to the U.S. while promising third-party measurement, CPA bidding
To bring in smaller advertisers, Open has also dropped its $50,000 minimum spend requirement.
Some micro influencers find promising security in brand ownership over sponsorships
Brand partnerships are undergoing a structuring overhaul. Here’s why some influencers are trading short-term cash for equity stakes.
TikTok recreates its ads for billboards through Vistar partnership
Partnering with Vistar Media, TikTok is rebuilding — not repurposing — ad creative for OOH, with tight control over branding and execution.