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American Beverage taps HipCricket's AdLife for mobile ads
One more indicator that the mobile space is pushing forward: a large beverage brand is going mobile with the help of HipCricket's AdLife product. American Beverage, the parent of brand Dailys, is leveraging the AdLife product to create deeper mobile engagement.
"Working with Hipcricket has enabled us to provide a call to action - through mobile advertising and QR codes on product packages - that allows us to leverage a remarketing strategy that engages with consumers throughout the year with timely communications about their favorite Daily's products," said Molly Boras, Director of Marketing and Strategy at American Beverage Corporation. "Having an SMS database allows us to encourage consumers to opt-in to receive promotional information on new Daily's products, coupons and sweepstakes information."
Hipcricket's AdLife is a software as a service platform offering brands the ability to create QR or 2D barcodes for mobile coupons, web applications as well as SMS/MMS messaging through mobile devices. For brands trying to engage and entertain an increasingly mobile, younger demographic these additions to a traditional marketing plan can be a benefit.
"Daily's was first to market with its ready-to-drink frozen cocktails and quickly recognized the need for additional digital tools to maintain its leadership position in the competitive beverage industry. Using mobile as the pillar of its fully integrated summer campaign - which also includes online, social, print and television spots - not only provides information regarding the new ready-to-drink category, but also generates one-on-one conversations with individuals at the point of decision, ultimately converting consumers to the new product category," said Doug Stovall, Hipcricket Executive Vice President - Sales and Services.
Younger consumers have been shown more apt to scan codes, for example, to get product information or coupons.
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