
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

Advertisers push to standardize real-time auctions in retail media
Marketers are pushing for more control in their retail media buys, asking for real-time bidding and programmatic pipes to be turned on.

WTF is Retrieval Augmented Generation for AI chatbots and large language models?
Companies can use RAG to provide chatbots with up-to-date information while controlling what information is made available to the large language models powering them.

Ad dollars stay the course on TikTok, ban or no ban
It’s nearly halfway through TikTok’s second 75-day ban extension, and marketers are still spending on the platform, according to Digiday research.