AT&T Advanced Ad Solutions (AT&T’s digital marketing division) and Placecast have announced an agreement to provide ShopAlerts by AT&T, which are special offers delivered to consumers via their mobile phones when they are near a participating store or brand.

The location-based mobile messaging service will be available for AT&T customers in New York, Los Angeles, Chicago, and San Francisco who have opted-in to receive such messages. AT&Tplans to roll the program out nationally by the summer.

The program combines Placecast’s location-based experience with AT&T’s large subscriber base, outstanding web and mobile media properties, and strong relationships with national advertisers and media buyers. The initiative marks the first time a major operator in the US has offered a large-scale, location-based mobile marketing program to consumers and advertisers.

The ShopAlerts by AT&T service will provide consumers with offers, rewards, and coupons based on their specific geographic location. AT&T creates a “geo-fence” – a virtual-perimeter around a retail location, event, or any geographic area – in order to deliver appropriate, location-specific messages. Participating consumers receive marketing messages when they are inside a geo-fence.

The messages are enhanced with information such as weather, traffic, and local shopping area details to more effectively engage consumers. Initial advertisers will include HP, Kmart, JetBlue, SC Johnson, Kibbles ‘n Bits and Nature’s Recipe.
“We are proud to take mobile marketing into the future with this unique offering that is being embraced by consumers and brands alike,” says Greg McCastle, senior vice president of AT&T Advanced Ad Solutions. “ShopAlerts by AT&T enables brands/advertisers to help link consumer engagement with activation and ultimately to the point of sale.”

Customers in participating markets can visit the customer portal and opt-in here.