- 1,000,000 cards were distributed across Canada and generated over 20,000 contest entries, representing a 2.2% response rate overall. This also means that Arby’s generated 22,000 sales in 12 weeks.
- Arby’s could track where in Canada responses were received. High traffic areas included: Southern Ontario and Northern Alberta.
- Peak times for contestants to enter contest were noon-1pm ET on the East Coast and noon-1pm PT the West Coast.
- Consumers were permitted to enter once per day, and many entered more than once.
Launch a cross-channel marketing program to prove business case for franchisees adopting program. Specifically, looking to promote and drive sales of Pepsi combo meals in key markets outside of central urban areas. The campaigns target market is a diner in rural and suburban areas across Canada (primary customer demographic: Males 18-34/49 yrs).
Tagga leveraged its cross-channel campaign platform to develop a promotion for the Pepsi combo that engaged and invoked franchisees to participate in program. The promotion was a 12-week campaign giving diners the opportunity to enter to win cash prizes. One million cards were handed out to customers ordering combo meals at franchise locations across Canada. Cards invited customers to text “ARBYS” to 82442 to enter to win one of 10 weekly cash prizes of $100 and the grand prize of $5000.
The contest was promoted in-store and to fans of Arby’s Canada’s Facebook page under status updates. Given the target market, SMS was elected as the primary vehicle to connect Arby’s two media channels together.
Atlanta-based Arby’s Restaurant Group, Inc. is the second largest quick-service sandwich chain in the U.S. with more than 3,500 restaurants system wide. In addition to its classic Roast Beef and Beef ‘n Cheddar sandwiches, slow-roasted and thinly sliced in store daily, Arby’s is also known for its delistyle Market Fresh® line of sandwiches and salads, Curly Fries and Jamocha Shakes. In 2011, Arby’s introduced Ultimate Angus, a premium Angus beef menu line featured in sandwiches. To learn more about Arby’s, please visit www.arbys.com.
**PLEASE NOTE THIS CAMPAIGN IS NO LONGER ACTIVE. DO NOT ACTUALLY TEXT “ARBYS” TO 82442. IF YOU CHOOSE TO, PLEASE NOTE THAT STANDARD MSGS WILL APPLY.