Faced with stiff competition, a fragmented media landscape and constant changes in consumer behavior, the quick-service restaurant marketer can’t afford to launch quickly-forgotten marketing campaigns. They need a strategy that increases purchase frequency, loyalty and retention – all while getting to better understand consumer purchasing behaviors. No small feat. But with the help of integrated promotion strategies that combine sales objectives with long-term consumer relationship marketing, they are set to make the most of their marketing dollars.
Taco Bell helped Canadians get into the game with its Fill Up on Game Gear contest and tour. Consumers who purchased a combo or Big Bell Box meal received contest PINs that could be entered at TacoBell.ca for a chance to win a Taco Bell-branded Emperor 1510 (a gaming chair equipped with a Samsung TV screen and Bose sound system), a Nokia cell phone, sports jerseys and headphones – all the cool game gear needed to outfit the perfect crib.
SUBWAY tapped into the popular SCRABBLE board game to drive in-store traffic and build sales with its biggest ever instant and collect-and-win game. The in-store and online promotion had sandwich lovers peeling off game pieces from fountain drinks for a chance to win a host of prizes. With the chance to win $67 million in prizes -- everything from Toyota Highlander Hybrids to Grand Prizes of $100,000 cash -- SUBWAY restaurants were a buzz.
In an effort to reward consumers and highlight featured products, Wendy’s launched a multi-dimensional microsite that had consumers interacting from all corners. The microsite featured an instant win and sweepstakes with an interactive scratch and win board and lots of prizes up for grabs. Visitors could play games in an arcade room, learn more through a product showcase as well as participate in monthly polls. The promotion was a raving success with hundreds of thousands of visits and sweeps entries.
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