Case Study: Auntie Anne’s achieves measurable point-of-sale coupon redemptions with Millennial Media

Auntie Anne’s Closes The Loop On Mobile Advertising With Point-Of-Sale Redemption Tracking

Auntie Anne’s partnered with Millennial Media to reach moms shopping in Atlanta malls and drive redemptions of a promoted pretzel offer. The challenge was not only to deliver the coupon to the right audience but to measure whether mobile ads actually led to in-store purchases.

The campaign used Millennial Media’s audience targeting to serve an item-specific mobile coupon and Sparkfly’s back-end technology to track redemptions at the point of sale. Consumers could redeem instantly or save the deal via SMS, enabling closed-loop measurement from ad exposure to purchase. The approach delivered item-level redemption data and display-unit performance insights, improving Auntie Anne’s ability to reward and convert both new and loyal customers.

Auntie Anne’s

Heather Neary

CMO