Ad for back-to-school season to generate data for retailer
Posted on Jul 30, 2012 by YuMe
Parents and students gearing up for the new school year often experience a surge of stress and are pressed for time. Advertisers looking to revamp their online video or mobile advertising campaign may want to brainstorm on how they can appeal to these parents and young adults during the months of August and September.
Auntie Anne's Pretzels recent teamed up with The Coca-Cola Company to create a mobile advertising option that provides consumers with a quick meal deal. Upon receipt of the ad from Auntie Anne's, consumers can redeem their coupon for the company upon checking out. This sends a variety of information back to the company.
"One of the primary benefits of the partnership is to track an offer from the onset to point of purchase," said Heather Neary, the chief marketing officer for Auntie Anne's. "Not only can we measure how effective individual offers are, but we can analyze the performance of individual display units. We have never been able to measure either of these before, and it's a solution that we can see taking us into the future. Being able to have a program that can reward new and loyal customers with offers that they want and will redeem, is an extreme benefit to both the consumer and Auntie Anne's."
Consumer choice and empowerment is also a key component of this advertising campaign, as coupon recipients will be presented deals for various combinations of pretzel and Coke products. Individuals who are not currently in the mood for a snack also have the option of saving the deal for use at a later time, providing the consumer with yet another choice in their advertising experience.