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
Your favorite beauty brands are now also entertainment brands
Many of today’s beauty brands are asking if entertainment and advertising can be one and the same.
Data specialist Ideally wants research to be used at the start of the creative process
Ideally is looking to reinvent research when serving the creative side of the industry by integrating consumer insights earlier in the creative process.
By the numbers: How marketers are building the infrastructure for AI search
Marketers are carving out budgets for AI search, but research suggests execution, measurement and content strategies are still catching up.