• Brandweek, Wednesday, August 11, 2010 10:38 AM

Todd Wasserman talks with Caroline Cotten-Nakken, founder and CEO of shopper-marketing firm Mass Connections, about the convergence of social media, online and mobile in store aisles. General Mills, Procter & Gamble and Kraft are among the marketers Cotten-Nakken has counseled.

Cotten-Nakken says her firm has a patented system that can activate a promotion within seconds of a debit card being swiped by an event coordinator that alerts all the people within a 20-mile radius who have opted in to get news of a special offer.

"We did one with Coty and there was a premium giveaway not only giving away small samples, but also giving a small picture frame," she recalls. "So with the participating stores, we'd have the premium giveaway ready, the samples were ready, everything's ready and then, boom, a debit card was swiped at the debit, a PIN was entered and blasts went out to thousands of shoppers that were around those stores telling them right now this is going on."

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