Draftfcb: Location-triggered advertising ShopAlerts case study effect sharing

AT&T and location service provider Placecast launched the ShopAlerts service, which sends information, discounts, rewards, etc. to users' mobile phones when they are close to a store or brand.

challenge:

The ads tested had different business challenges and goals

Del Monte's Kibbles 'n Bits pet food wanted to trigger brand awareness when users were near a destination or pet food store, and also wanted to evoke awareness of a new dog food.

Kmart uses the service to provide customers with mobile coupons that can be scanned directly at the point of sale.

MilkPEP uses LBS cues to create awareness among consumers that chocolate milk is ideal for post-work recovery.

SC Johnson joins Walmart in its stores to encourage users to buy items on the shelves.

Strategy

Users who agree to receive ShopAlerts will receive no more than 3-word messages from three different brands per week based on their location, with an interval of no less than 2 days between messages.

The message for pet food brand Del Monte's Kibbles 'n Bits is: "Dogs are family, & family deserves more than just 1 boring taste. Get NEW Kibbles 'n Bits Bistro Meals dog food @ Target Rancho Santa Margarita 2day."

In Kmart’s case, users receive coupons within half a foot of the store. The message they receive includes a mobile coupon, such as “Get $5 off any purchase of $50 in the entire store! Shop today and save @375 E Allessandro Blvd.” followed by a link to redeem the coupon.

result:

After the test, Draftfcb conducted a user survey and found that 100% of the prompt information was opened, 50% of the users who agreed to receive the brand's information wanted to obtain more information, and it was also found that the conversion rate of some benefits was between 22% and 25%.

Key selling points

Draftfcb researchers said that this position triggers project users to like, and this test project shows that users need more than just the transactions they want. Users also want brands to provide valuable information and learn more about products and brands.

Next step:

Allow users to select the advertising industry directory they want to be reminded of to better popularize and promote