Auntie Anne’s Pretzels to Pilot Innovative Campaign Coupling Mobile Advertising with Real-Time Redemption Analytics

  Auntie Anne’s Pretzels to Pilot Innovative Campaign Coupling Mobile
  Advertising with Real-Time Redemption Analytics

    Millennial Media and Sparkfly Partner to Enable Campaign Point-of-Sale
                         Tracking Down to Item Level

Business Wire

ATLANTA -- July 26, 2012

Anne’s Pretzels, the world’s largest soft pretzel franchise, is partnering
with The Coca-Cola Company, Millennial Media (NYSE: MM) and Sparkfly Inc to
pilot a mobile advertising campaign that will offer consumers a mobile deal
that can be measured and tracked seamlessly through the point of sale, down to
specific consumer purchases at the item level.

The mobile ad campaign will be running during the heart of Back-to-School
shopping season. The mobile ad creative will test different combinations of
Auntie Anne’s and Coke items for purchase at ten Atlanta-area Auntie Anne’s
locations, and each ad unit will contain a unique redemption code from
Sparkfly that enables the item-level tracking of individual consumer sales and
the revenue impact of the promotion.

Heather Neary, Auntie Anne’s Chief Marketing Officer said, “One of the primary
benefits of the partnership is to track an offer from the onset to point of
purchase. 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.”

Point of sale redemption and data tracking is powered by Sparkfly’s patented
software platform and enabled through integration with major point of sale
systems across retail locations. In combination with Millennial Media’s
advertising analytics, for the first time, Coca-Cola and Auntie Anne’s will
get a holistic view of their advertising campaign with data such as how often
ads were viewed and redemption data down to item-level detail.

Consumers who receive the ads will be able to instantly redeem their coupon at
checkout, and will also have the ability to save the deal for later. If a user
chooses to save the deal, they will receive a SMS message with a link to the
redemption code that can then be used at any time during the promotional
period.

“In partnership with Millennial Media, we have solved the long-time digital
advertising dilemma of how to track an ad’s impact on consumer purchases at
the retail point of sale,” said Catherine Tabor, CEO, Sparkfly Inc.

This campaign is running exclusively on the Millennial Media platform,
providing Coke and Auntie Anne’s the ability to reach consumers on over 7,000
devices across more than 30,000 mobile apps.

“Marketers are shifting local market advertising spend into mobile and are
driving real world value in a way not possible with more traditional
channels,” said Marcus Startzel, GM, North America at Millennial Media.
“Mobile provides brands new levels of immediacy and relevancy, and with
advanced audience targeting, marketers can be sure they are reaching the right
consumers at the right place and time.”

About Auntie Anne’s

Auntie Anne’s Inc. is the world’s largest franchisor of hand-rolled soft
pretzels, supporting more than 1,170 Auntie Anne’s® Pretzels locations
worldwide. The concept mixes, twists, and bakes pretzels to golden brown
perfection in full view of customers. Auntie Anne’s is committed to pretzel
perfection by guaranteeing you will love its pretzels or they will replace
them with ones that you do. For more information about Auntie Anne’s Inc.,
visit www.auntieannes.com, www.facebook.com/AuntieAnnesPretzels, or
www.twitter.com/AuntieAnnes.

About Millennial Media

Millennial Media is the leading independent mobile advertising platform
company. Our technology, tools and services help app developers and mobile
website publishers to maximize their advertising revenue, acquire users for
their apps and gain insight about their users. We offer advertisers
significant audience reach, sophisticated targeting capabilities and the
ability to deliver rich and engaging ad experiences to consumers on their
mobile connected devices. Visit www.millennialmedia.com for more information.

About Sparkfly

Founded in 2001, Sparkfly enables manufacturers and retailers to deliver
item-level promotions anywhere on the mobile web and to track their redemption
at the physical point of sale. Because of its integration across many leading
point of sale platforms, Sparkfly provides marketers the first-time ability to
tie full basket transaction detail back to an individual promotion and
consumer. Sparkfly is a privately held company headquartered in Atlanta, GA.
For more information, visit www.sparkfly.com or e-mail us at
info@sparkfly.com.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50354730&lang=en

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50354730&lang=en

Contact:

ICR
Matthew Lindberg, 203-682-8214
press@millennialmedia.com