Wednesday, November 21, 2012

Coke Wields Mobile Advertising & Coupons To Close The Purchase Funnel

The Coca-Cola logo is an example of a widely-r...

Mobile has the unique capabilities to deliver the right ad to the right person in the right place/context. 

But it’s a new pilot in the U.S. — bringing together Coca-Cola and pretzel seller Auntie Anne’s — that will go one step further to show how brands can close the loop by using mobile to trigger real-world purchases and track the results all the way down to the item level. 

This pilot — which concludes this week —is built from the ground up to provide brands (in this case Coke and Auntie Anne’s) data that tells them which ads were viewed and which ones led to an actual redemption. 

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