Breakthrough Moments in Gaming Contribute to Arby’s® Most Successful Limited Time Offer in Recent Memory
MediaBrix, the leading advertising and services platform for social and mobile games, today announced that a digital advertising campaign with Arby’s to promote their limited time offer (LTO) 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%, significantly exceeding market norms.
The campaign began on April 29, the same day as the official announcement of the sandwiches, ended on May 23, and harnessed the power of interactive social gaming advertising as a way to appeal to the target audience of Arby’s, reaching them on Facebook, mobile and via web games. Arby’s leveraged MediaBrix products Flex and Views to deliver brand messaging during specific breakthrough moments (BTMs) — natural, emotional moments in gaming where people are most receptive to brand participation.
Campaign Strategy
In April 2013, Arby’s introduced a twist to their beloved classic Roast Beef sandwich by partnering with KING’S HAWAIIAN brand. For a 30-day LTO in May, two new sandwiches were added to to the menu; the Arby’s KING’S HAWAIIAN Roast Beef and the KING’S HAWAIIAN Roast Beef and Swiss. Arby’s aligned a digital marketing initiative with the unveiling of the new products to generate awareness and drive intrigue and ultimately trial in their target demographic.
Arby’s tapped into MediaBrix to run a cross-platform campaign on their target audience’s favorite social and mobile games and leverage BTMs. With MediaBrix’s Flex product, the best brand response advertising unit delivered during only congratulatory moments, Arby’s engaged and celebrated with their consumers when they won a level or reached a high score. With MediaBrix’s Views product, the ultimate solution for value exchange ads offered during only moments of rescue, Arby’s helped consumers during times of need 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, a top-ten ranked mobile/tablet game in which users drive their beach buggy on a mysterious tropical island, Arby’s would provide an opportunity to upgrade their buggy in exchange for watching their KING’S HAWAIIAN Roast Beef sandwich video message.
Detailed Results
Arby’s social and mobile gaming campaign results with MediaBrix exceeded expectations in every success metric across the board. MediaBrix used an independent advertising effectiveness platform, Nielsen Online Brand Effect (formerly Vizu Ad Catalyst), to research and measure the brand lift of the social and mobile gaming campaign. With the Flex product, Arby’s forged a connection with their audience during moments of happiness and joy and generated 316% brand lift in awareness. With the Views product, Arby’s helped their consumer at a time of need, resulting in 321% brand lift in awareness. Through utilizing both products, Arby’s successfully created emotional connections in gaming and saw an incredible response from their target demographic across both web and mobile platforms. The overall impact of the campaign generated an awareness lift of 319% for Arby’s, significantly outperforming Nielsen’s market norms.
“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, VP, Media Impact, Arby’s Restaurant Group Inc. “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.”
“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,” says Ari Brandt, CEO and Co-founder, MediaBrix. “When done correctly, advertising within social and mobile games is the most powerful way to connect with consumers and far surpasses what television and other forms of digital advertising can offer. MediaBrix regularly sees campaigns that outperform online normative averages by ten times. We are honored to have been part of Arby’s strategic marketing plans.”
About MediaBrix: MediaBrix (www.mediabrix.com) powers the industry’s leading advertising and services platform for social and mobile games. Through a suite of proprietary products and analytics, the company delivers immersive brand messages during breakthrough moments (BTMs) within games when people are most receptive to marketing messages. Our ads elicit positive emotions by rewarding users and enhancing the user experience during gameplay. As a result, people appreciate the brand’s participation and they develop an emotional connection to the brand. MediaBrix’s campaigns routinely see average video completion rates 84x the industry average and engagement rates as much as 2000% higher than other forms of digital advertising.
Hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and many of the world’s largest game developers leverage the MediaBrix platform to provide over 500 million user-friendly BTMs to more than 200 million people each month.
MediaBrix is based in New York with offices in Los Angeles, San Francisco and Chicago.
About Arby’s: 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 2012, Arby’s launched a line of premium turkey sandwiches called Hot Turkey Roasters adding a point of differentiation to its repertoire of great-tasting, freshly prepared sandwiches. To learn more about Arby’s, please visit www.Arbys.com.
