Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
AI boosts discovery but reviews still seal the deal, new research shows
ChatGPT is where 16% of shoppers start looking for products. However, only 9% go there to actually buy something.
Future of Marketing Briefing: Advertisers have more ways than ever to choose a holdco, and free holdcos to choose from
Fewer holdcos, more ways to pick one: inside the changing agency pitch.
Walmart Connect pitches brands directly as it pushes lift studies ahead of holiday ad deals
Walmart Connect is using lift studies to prove ad performance directly to brands ahead of the holidays, signaling a tighter race with Amazon.