Coke Inches into Foursquare Territory

Coca-Cola and O2, the UK’s largest mobile provider, have partnered to launch one of the UK’s first permission-based mobile proximity marketing services for a large supermarket chain. O2 operates one of the UK’s most successful permission-based mobile advertising and discount networks, O2 More. Year-old O2 More is now beginning to integrate near-field technology into the roster of its services for its 2 million subscribers and is being used by O2 for the launch of The Co-op’s new campaign and O2 Media’s new mobile proximity marketing service, You Are Here.

O2 Media provided The Co-op with a roster of 16 to 34-year-old O2 More subscribers who have opted-in to receive location-based marketing messages. When these subscribers approach a geo-fence, set at .5 miles of any participating Co-op store, they will instantly receive a text message with a coupon valid for a free bottle of Dr. Pepper redeemable on site.

“The Co-operative is keen to make use of cutting-edge technologies, and mobile proximity marketing means we can target customers with specific offers and engage with them directly,” stated Sean Toal, director of The Co- op’s food retail operations.

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