Auntie Anne’s Pretzels
is partnering with The Coca-Cola Company, Millennial Media
and Sparkfly Inc.
to pilot a mobile advertising campaign that will offer consumers a mobile deal that can be measured and tracked seamlessly through the point of sale, down to specific consumer purchases at the item level.
The mobile ad campaign will be running during the heart of Back-to-School shopping season. The mobile ad creative will test different combinations of Auntie Anne’s and Coke items for purchase at ten Atlanta-area Auntie Anne’s locations, and each ad unit will contain a unique redemption code from Sparkfly that enables the item-level tracking of individual consumer sales and the revenue impact of the promotion.
Point of sale redemption and data tracking is powered by Sparkfly’s patented software platform and enabled through integration with major point of sale systems
across retail locations. In combination with Millennial Media’s advertising analytics, for the first time, Coca-Cola and Auntie Anne’s will get a holistic view of their advertising campaign with data such as how often ads were viewed and redemption data down to item-level detail.
Consumers who receive the ads will be able to instantly redeem their coupon
at checkout, and will also have the ability to save the deal for later. If a user chooses to save the deal, they will receive a SMS message with a link to the redemption code that can then be used at any time during the promotional period.
This campaign is running exclusively on the Millennial Media platform, providing Coke and Auntie Anne’s the ability to reach consumers on over 7,000 devices across more than 30,000 mobile apps.