AT&T launched a location-based mobile marketing service on February 28 that lets brands deliver customized SMS or MMS messages, such as coupons or sale notices, to opted-in AT&T customers near a participating location. JetBlue, Kmart and HP are among the brands using the platform.
The service is initially only available to AT&T customers in New York, Los Angeles, Chicago and San Francisco, but the telecommunications company is planning a national rollout for this summer. AT&T teamed with location-based platform Placecast to develop the service.
“For the initial launch, we have JetBlue geo-fencing US airports, reminding their loyalty members to check in to go places so they can win JetBlue points,” said Danielle Lee, VP of ad product innovation at AT&T. “In other cases, we have retailers geo-fencing their stores. Kmart for example, is geo-fencing their stores to promote offers and deals that are going on in-store.”
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