Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others
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
Should brands swerve, or steer as F1’s U.S. viewership slows?
Formula One is spending to re-engage fans for the seasons’ second half. With viewership figures under question, should brands seeking to share its growth story worry?
Inside the complex anatomy of agency AI bills
From AI subscriptions to metered token usage, agencies are grappling with a more complicated cost structure and who pays.
Perplexity is betting big on creators
AI companies face a tricky sell: to convince creators to advocate for a technology that many fear could threaten livelihoods.