Arby's pushes sandwich through social media gaming campaign

ePrize, a provider of digital engagement for social, mobile and web campaigns, has created a new advergame for Arby's to promote the return of its fish sandwich. Called Arby's Fresh Catch, the Facebook-based game is designed to drive brand engagement, create awareness, encourage social sharing and stimulate sales of the Reel Big Fillet sandwich, according to the company.

Arby's, which currently has more than 1.97 million Facebook likes, rolled out the offering in the beginning of January in tandem with an integrated marketing campaign including broadcast, print and online media. Now, in partnership with ePrize, the company is producing a custom-designed advergame to better engage with its social audience. Key metrics for the campaign include game plays, email and mobile opt-ins, time spent within the promotion, quantity of repeat visitors and social referrals.

"Arby's has always had a passionate following on Facebook, and we're always on the lookout for ways to invest more into social in order to gain more engagement with our fans," said Bob Kraut, senior vice president of Brand Marketing & Advertising, Arby's Restaurant Group Inc.

The advergame allows Arby's Facebook fans to "go fishing" in order to earn points and move through five different game levels. Players can select a fishing-themed name (i.e. Arby's Angler) to appear on their boat, and then determine the direction and power to cast their fishing rod in pursuit of Alaskan pollock, walleye, trout or salmon. Point values are assigned for the type and size of fish caught, and fans can play as many times as they'd like to advance their score onto the public leaderboard.

Consumers can also participate in an instant win game once per day, providing the chance to win $10 and $20 gift cards, with a player guaranteed to win each hour.

"It's no secret that the majority of consumers will 'like' a brand on Facebook, only to never return to its page," said Matt Wise, CEO of ePrize. "As a result, we are seeing more and more brands looking for ways to activate social relationships, and gamification is a great way to drive loyalty. This custom-designed campaign for Arby's incentivizes consumers to come back to their Facebook page again and again and will allow the company to better engage with its fans."

The Fresh Catch advergame is live at http://arbys.promo.eprize.com/fish/ through Feb. 13.

Read more about social media initiatives.

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