Arby's joins Facebook loyalty program

March 27, 2012

Plink, a Facebook Credits-based loyalty program that rewards members for dining and making purchases at their favorite restaurants and stores, has announced a partnership with Arby's Restaurant Group Inc.

Plink members can now earn Facebook Credits at more than 3,500 Arby's restaurants nationwide.

"Arby's has demonstrated the powerful combination of offline and online marketing," said Peter Vogel, co-founder of Plink. "Joining Plink is a perfect fit for those efforts and a great opportunity to engage Facebook members through their growing appetite for Facebook Credits."

Since launching the "Arby's It's Good Mood Food" campaign, primarily through TV spots, Arby's has experienced a positive online reaction, prompting the chain to develop a user-generated contest for a new 30-second spot.

The online promotion, which drew more than 1,400 submissions, awarded the winner a $10,000 prize and an appearance in an Arby's commercial. In addition, the submissions were posted on the Arby's website and generated 1 million views a month. Arby's also is leveraging Facebook and Twitter, and has grown its Facebook page to more than 900,000 fans, while Twitter followers have surpassed 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, senior vice president Advertising and Brand Communications at Arby's. "We believe the opportunity to engage with Facebook members by rewarding them with Facebook credits for dining at Arby's may strengthen our success."

Plink was launched in late January. Facebook members who join Plink can then safely and securely link a credit or debit card of their choice to begin earning Facebook Credits by dining-out or making purchases at participating national restaurants and offline retailers.

Through Plink's online-to-offline loyalty program, members can earn Facebook Credits at nearly 30,000 locations nationwide, including Dunkin' Donuts, Quiznos, Taco Bell and Red Robin.

Beginning immediately, Plink members can earn 10 Facebook Credits for every $5 spent at Arby's.

Read more about social media initiatives.

Topics: Customer Service / Experience , Marketing / Branding / Promotion , Online / Mobile / Social

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