Arby's launches mobile campaign to promote Roastburger debut

By Giselle Tsirulnik

July 8, 2009

Hat's off to mobile

To celebrate the arrival of its new BBQ Bacon Cheddar Roastburger, Arby's has launched a mobile campaign that offers consumers a coupon to get the burger free.

Consumers are able to get the new Roastburger free with purchase of any size drink, this Thursday, July 9. All consumers need to do is text BBQ to ARBYS (27297) to receive a coupon.

Arby's did not return calls by press time.

The latest addition to the Roastburger family of sandwiches, the BBQ Bacon Cheddar Roastburger features oven roasted, thinly sliced roast beef, topped with cheddar cheese, pepper bacon, crispy onions, tomato, pickle slices and BBQ sauce on a specialty roll.

Arby's is a subsidiary of Triarc Companies Inc.

The fast food franchise's quick service restaurants specialize in offering slow roasted and freshly sliced roast beef sandwiches as well as its market fresh deli-style sandwiches, toasted subs, wraps and salads with the convenience of a drive-thru.

Consumers that text in get the coupon for the free BBQ Bacon Cheddar Roastburger and also are given the opportunity to opt-in for geo-targeted future promotions by replying back with their ZIP code.

This campaign comes shortly after another mobile initiative Arby's had.

Arby's ran a mobile campaign to promote its new Roastburger sandwich back in May.

Alabama consumers were asked to text the word ROASTED to short code 74642 to get a coupon for a free Roastburger. Charter Communications ran the calls-to-action via its cable network and the campaign was powered by Ping Mobile (see story).

But Arby's isn't new to mobile coupons. The company has had a mobile coupon strategy in place for a while now.

Last year in August Arby's used mobile to complement its existing marketing strategy, reach consumers and enhance customer interaction with the brand.

Arby's tapped mobile coupon and discount service provider Cellfire Inc. to deliver values into customers' hands when they are on the go and more likely to eat out (see story).