2013-01-16 15:07:14 -
PLEASANT RIDGE, MI -- (Marketwire) -- 01/16/13 -- ePrize : ctt.marketwire.com/?release=974699&id=2486455&type=1& ..
, a leader in digital engagement for social, mobile and web campaigns, today announced a new advergame for quick-serve restaurant Arby's : ctt.marketwire.com/?release=974699&id=2486458&type=1& ..
to promote the return of its popular 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.
Arby's, which currently has more than 1.97 million Facebook : ctt.marketwire.com/?release=974699&id=2486461&type=1& ..
likes, rereleased the Fish Sandwich at the beginning of January 2013 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 vast 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 will allow 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/ : ctt.marketwire.com/?release=974699&id=2486464&type=1& ..
through Feb. 13, 2013.
ePrize is the global leader in digital and mobile engagement. The company's multi-channel engagement solutions enable the world's largest brands to continue the dialogue from web to social to mobile, all the way to POS on a single unified platform. Last year, more than 50% of the Fortune 500 and many world-class agencies relied on ePrize's creative, technology and legal services. Since 1999, ePrize has created thousands of promotions, CRM and loyalty campaigns in 44 countries for clients like Coca-Cola, Microsoft, The Gap, MillerCoors, Lenovo, NHL, Yahoo!, P&G and AT&T. Headquartered in Detroit, ePrize also has offices in New York, Chicago, Los Angeles and Seattle. ePrize acquired a division of Apollo Data Technologies in 2011, and Cellit, a mobile solutions company, in 2012. Catterton Partners, a consumer-focused private equity firm, acquired ePrize in August 2012.
About Arby's Restaurant Group, Inc.
Atlanta-based Arby's Restaurant Group, Inc. is the second largest quick-service sandwich chain in the U.S. with more than 3,400 restaurants system wide. In addition to its classic Roast Beef and Beef 'n Cheddar sandwiches, slow-roasted and thinly sliced in store daily, Arby's is also known for its deli-style Market Fresh® line of sandwiches and salads, Curly Fries and Jamocha Shakes. In 2011, Arby's introduced Ultimate Angus, a premium, 100% Black Angus beef featured in freshly prepared sandwiches. In 2012, Arby's launched a line of premium turkey sandwiches called Hot Turkey Roasters. To learn more about Arby's, please visit www.Arbys.com : ctt.marketwire.com/?release=974699&id=2486467&type=1& ..
LaunchSquad for ePrize
Arby's Restaurant Group, Inc.