AdAge.com: Wendy's and its media agency, MediaVest New York, are launching a digital ad campaign across 5,100 bars and restaurants located within one mile of a Wendy's. The Starcom unit partnered with San Francisco-based Ecast, a broadband "touchscreen media network" that provides digital music to bars and restaurants, with the goal that late-night revelers will stumble on a Wendy's ad while browsing for a song to play. When touched, the ads expand into a full microsite, including directions to the nearest Wendy's. The chain did its first promotion with Ecast in January touting its 99-cent Stack Attack, said Wendy's spokesman Bob Bertini, but he added that it's too early to quantify return on investment. Read more
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