News

Arby's gaming campaign yields triple-digit brand awareness lift

August 1, 2013

MediaBrix, an advertising and services platform for social and mobile games, today announced that a digital advertising campaign with Arby's to promote its limited-time King's Hawaiian Roast Beef sandwich line concluded with record-breaking results for the QSR brand.

The campaign drove a brand awareness lift of 319 percent, according to a news release.

The campaign began on April 29, the same day as the official announcement of the sandwiches, and ended May 23. It included interactive social gaming advertising on Facebook, mobile and via web games, aiming to appeal to Arby's target audience.

Arby's leveraged MediaBrix products Flex and Views to deliver brand messaging during specific breakthrough moments.

With MediaBrix's Flex product, the brand response advertising unit delivered during only "congratulatory" moments, Arby's celebrated with their consumers when they won a level or reached a high score.

With MediaBrix's Views product, the solution for value exchange ads offered during only "moments of rescue," Arby's helped consumers within gameplay by offering virtual goods in exchange for brand interaction. For example, when a player needs help reaching the next level on Beach Buggy Blitz, Arby's would provide an opportunity to upgrade their buggy in exchange for watching its King's Hawaiian Roast Beef sandwich video message.

Results

MediaBrix used an independent advertising effectiveness platform, Nielsen Online Brand Effect (formerly Vizu Ad Catalyst), to research and measure the Arby's brand lift of the social and mobile campaign.

With the Flex product, Arby's generated 316 percent brand lift in awareness. With the Views product, Arby's generated 321 percent brand lift in awareness. The overall impact of the campaign generated an awareness lift of 319 percent for Arby's, outperforming Nielsen's market averages.

"MediaBrix was amongst the top performers in digital for Arby's, with both products performing extremely well and confirming that effective creative served on the right platform results in a positive user experience and astounding results," said Mary Ellen Barto, vice president, Media Impact, Arby's. "This contributed to the overall win of the promotion with King's Hawaiian, which has been one of the most successful LTOs Arby's has enjoyed in recent memory."

Ari Brandt, CEO and cofounder of MediaBrix, adds that social and mobile gaming campaigns provide a "powerful way" to connect with consumers, surpassing what television and other digital advertising can offer.

"Arby's recognizes that rather than interrupting the user experience, delivering relevant brand messages during Breakthrough Moments that are additive to gameplay heightens the levels of engagement, increases purchase intent and brings their products to life," Brandt said.

Read more about social and mobile campaigns.