Arby’s drives awareness for new food items via mobile advertising
By Rimma Kats
October 12, 2012
Arby’s is driving foot traffic to its locations with a mobile advertising campaign that centers around its new turkey roasters sandwiches.
The company is running the mobile campaign within Pandora’s iPhone application. Arby’s has relied on mobile advertising before to drive brand awareness.
Mr. Buckingham is not affiliated with Arby’s. He commented based on his expertise on the subject.
Arby’s is running mobile banner ads, which entice consumers to try its new product.
When users tap on the banner ad, they are redirected to a mobile-optimized landing page where they can use their current location or enter their ZIP code or state to find the nearest location.
Additionally, consumers can browse the company’s other food items or check out ongoing deals.
A campaign such as this is a smart move for Arby’s.
Consumers are constantly on the go and are increasingly relying on their mobile devices for purchases.
With this new initiative, Arby’s is able to drive in-store foot traffic and entice consumers to visit its locations and try out its products.
Arby’s is no stranger to mobile.
Earlier this year, the company spread the word about its healthy meal options using mobile advertising.
Arby’s used mobile ads in conjunction with a larger marketing effort, which also included Web, television and social media (see story).
Most recently, the company used SMS to spread the word out about its nationwide promotion to end childhood hunger.
The campaign was part of the Arby’s Foundation partnership with Share Our Strengths No Kid campaign (see story).
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