social marketing

Plink Adds Arby's to Growing Facebook Loyalty Roster

Posted by Sheila Shayon on March 27, 2012 11:18 AM

What do you get when the second largest quick-service sandwich chain in the U.S. goes Plink? The opportunity for customers at 3,500 Arby’s restaurants to earn 10 Facebook Credits for every $5 spent.

Plink, the online-to-offline social media-based loyalty program already counts Taco Bell, Outback Steakhouse, 7-Eleven, Red Robin, Quiznos, and Dunkin’ Donuts as affiliates. Now you can add the Atlanta-based Arby’s Restaurant Group, purveyor of the classic Roast Beef and Beef ‘n Cheddar sandwiches, Curly Fries and Jamocha Shakes, to the Plink roster.

“Facebook Credits is the missing ingredient that’s been needed to connect social media to offline sales,” stated Peter Vogel, co-founder of Plink, in January. “Now with the ‘glue’ of Facebook Credits our national restaurant and offline retailer partners have a way to tap into the nearly 800 million users on Facebook, motivate them to become loyal customers, and reward them.”

Arby’s is already on the digital bandwagon and since launching the ‘It’s Good Mood Food’ campaign last year, the brand has upped its online presence with a user-generated contest on YouTube for a new 30-second spot.

The winner, above, drawn from more than 1,400 submissions, received a $10,000 prize and a cameo in an Arby’s commercial. The submissions posted on the Arby’s website generated one million views monthly and online appetite for Arby’s keeps growing as Facebook fans now number 900,000 plus and Twitter followers more than 45,000.

“We’ve experienced great success with the combination of offline and online marketing and experimenting with Plink is another innovative way to tie the two together and continue to drive loyalty with our valued customers,” said Bob Kraut, SVP Advertising and Brand Communications at Arby’s. 

In the year and a half since launch, Plink has amassed 30,000 locations where Facebook Credits are available. A credit card is a requisite for sign-up and service partner Yodlee stores that information.

"We use that data in aggregate," Vogel says. For example, the data might show that 30% of Arby's customers also go to McDonald's and 20% go to Taco Bell, he told Business Insider

"60 million Americans play games on Facebook. 15 million used Facebook Credits on Facebook to use in the games. Facebook generated about $550 million in revenue in Facebook Credits. That's 15% of its revenue with only 2% of users using this currency," Vogel added. "We are scratching the surface of what Facebook Credits will become."

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