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NEW YORK Visa is launching a pair of mobile initiatives in San Francisco that it hopes will help it learn more about what works in the still-emerging world of mobile marketing.
The pilot programs, created with digital shop AKQA, seek to reach on-the-go consumers in restaurants and supermarkets to build the Visa Signature brand through useful applications. In one, which launched Sept. 1, shoppers at 19 Safeway and eight Mollie Stone’s stores are invited by shelf displays to text Visa for wine and food pairings.
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