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Fletcher Martin, the integrated marketing communications agency, created two interactive components for Arby’s as part of the QSR’s first market test for an in-store and online-only campaign. The campaign, which highlights Arby’s new Mini Snack sandwiches, runs now through July 31 for residents of Savannah, Georgia and Montgomery, Alabama.
Created in PointRoll, the ads include a Snack Attack game where players must grab as many Arby’s Mini Snacks as quickly as possible, as well as a revolving banner in which hungry customers move Mini Snack items around a rotating sphere to highlight their mouth-watering features.
The ads are running on Yahoo!®; Yahoo!® Mail; Yahoo!® Messenger; Yahoo!® Shine and Run of Network.
“With six new products from Arby’s, we wanted to create rich media banner ads that would enable the viewer to see each one in an engaging way that allowed them to personally interact with the Arby’s brand,” explained Brad Sarmiento, VP of Interactive for Fletcher Martin.
“This online campaign allows us to target specific markets and reach a broader base of customers in these markets all while creating an engaging, interactive environment for consumers to learn more about our innovative menu items,” said Cyndi Richardson, Vice President, Company Marketing, Arby’s Restaurant Group, Inc.
Fletcher Martin also created in-store POP to support the campaign. Arby’s plans to extend the campaign to include more local market initiatives online.
About Fletcher Martin
Fletcher Martin (fletchermartin.com) is an integrated marketing communications agency owned by the executive management of the agency and MDC Partners, Inc., one of the world’s leading marketing communications firms. Founded in 1979, Fletcher Martin helps clients disrupt their category or industry by providing insights and context to drive and change business. This disruptive change is led by the agency’s unique specialty consulting capability. Compensation is performance-based, and plans are executed through advertising, interactive, direct marketing and public relations services.
About Arby’s Restaurant Group, Inc.
Arby's Restaurant Group, Inc. (ARG, arbys.com) is a subsidiary of Triarc Companies, Inc. (NYSE: TRY, TRY.B). ARG, based in Atlanta, is the franchisor of the Arby's restaurant system, which consists of approximately 3,700 restaurants worldwide, and is owner and operator of over 1,100 of those restaurants located in the United States. Founded in 1964, Arby's quick service restaurants specialize in offering slow roasted and freshly sliced roast beef sandwiches as well as its Market Fresh® deli-style sandwiches, toasted subs, wraps and salads with the convenience of a drive-thru. Arby's offers guests a unique, great tasting alternative to traditional fast food with its one-of-a-kind menu items including the Beef 'n Cheddar, Curly Fries and Jamocha shakes.
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