Better yet, when asking your phone to find a local spot for lunch, it could tailor its suggestions to include establishments that serve nugget ice, leveraging the functionality and data of the Nugget Ice Locator app, without explicitly launching the app.
Adidas, for instance, with its agency partner iProspect, determined that including the real value of a click on a store locator button, which it had identified from store data, proved that mobile ads were paying off in in-store sales.