Industry News | March 27, 2012

Arby’s Partners With Plink’s Facebook Loyalty Program

Plink, a Facebook credits-based loyalty program that rewards Facebook members for dining and making purchases at their favorite restaurants and stores, announced a partnership with Arby's Restaurant Group, Inc., the second largest quick-service sandwich chain in the U.S. Through this partnership, Plink members can now earn Facebook credits at more than 3,500 Arby's restaurants.

"Arby's has demonstrated the powerful combination of offline and online marketing," says 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, including people re-mixing the commercials and its catchy tagline on YouTube, prompting Arby's 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 web site and generated one million views a month.

Arby's is also leveraging Facebook and Twitter, and has grown Facebook fans by more than threefold to more than 900,000, 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," says 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."

Launched in late January, Facebook members join Plink at www.plink.com, 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, now, including Arby's. Through Plink's online-to-offline (O2O) loyalty program, members can earn Facebook Credits at nearly 30,000 locations nationwide.

Beginning immediately, Plink members can earn 10 Facebook Credits for every $5 spent at Arby's. To begin earning Facebook Credits by dining and shopping offline, visit Plink at www.plink.com.