LivingSocial taps mobile geo-targeted campaign to increase daily deals database

The company is running mobile video and voice-over ads within Pandora’s mobile app and letting consumers sign up to receive its geo-targeted daily deal offers. In addition to mobile advertising, the company is also running campaigns both on the Internet, as well as on TV.

“People like Pandora – it’s used regularly,” said Neil Strother, Kirkland, WA-based mobile practice director at ABI Research. “If you can tie in a fun activity or something that people can enjoy, it makes sense.

“Tying in deals is getting that extra element,” he said. “You have the classic mobile, local and social in one scoop.

“In the last year, it has become one of the new trendy marketing ideas that’s out there.”

LivingSocial offers daily deals on handpicked experiences that can be shared with friends.

Mobile video
A banner ad pops up while consumers are listening to their favorite Pandora station.

The geo-targeted ad reads: Hit the button and confirm on the next screen. Get deals.”

When consumers click on the ad, a notification pops up and lets them know that in order to get 1-day deals in Midtown, Living Social would like to use their email address and ZIP code to localize their experience.

The ad asks if it is OK to send consumers today’s deal.

Then, users can choose do not allow or OK.

Consumers then get a confirmation email – if they chose OK – with the day’s offer.

Daily deals
LivingSocial is showing that it is staying on top of the mobile game with its new multichannel initiative.

Advertising in an app such as Pandora helps build the company’s mobile database and lets them see who their customer-base is.

Additionally, this helps the company better localize the deals for consumers.

“Localized deals are continuing to be used more and more by brands because the targeting has been becoming more perfected,” Mr. Strother said. “The ad networks and technology providers or mobile ad network or location-based service.”

Daily deals
LivingSocial is showing that it is staying on top of the mobile game with its new multichannel initiative.

Advertising in an app such as Pandora helps build the company’s mobile database and lets them see who their customer-base is.

Additionally, this helps the company better localize the deals for consumers.

“Localized deals are continuing to be used more and more by brands because the targeting has been becoming more perfected,” Mr. Strother said. “The ad networks and technology providers or mobile ad network or location-based service.”