As featured on Mobile Marketer earlier this month, RaceTrac, operator and owner of more than 450 convenience stores in the south, launched an Autumn EverGreen mobile ad campaign encouraging guests to drop in for their pumpkin coffee and cappuccino.
The campaign was focused on tapping into the idea of targeting people who have previously shown interest in the company’s products or services when they’re nearby.
To reach RaceTrac’s target audience, NinthDecimal led the development of geofences around its locations and created an interactive ad-unit showing the nearest RaceTrac store. After launching the drive-to-store mobile ad campaign, RaceTrac had an impressive 47% increase in incremental visits. Other highlights from the campaign include:
- Profiles of people who saw the ad and visited a RaceTrac location: Males, Ages 35-44,
- Do-it-yourself (DIY) Enthusiasts, Movie Goers, and Pet Owners. ninety percent of visitors were from a 10-mile geofence, with almost half of those visitors living 3-5 miles from a location.
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