Arby’s Online Marketing Leaves a Bad Taste

Arby's approach to online marketing looks as old as some of its classic neon signs.

Marketing Shift's Jason Dowdell blogged his bad experience recently with Arby's and its "I'm Thinking Music Sweeps." Feigned cool with forced slang...the name alone is a red flag.

Rather than letting customers know instantly if they win a free song download, they are required to:

• Visit the Arby's Web site (step one).
• Register with the site (step two).
• Take a survey (step three).
• Enter their code to see if they win a song (step four).

But winners can't download the song yet. Arby's sends download instructions via email (step five). And if you have multiple codes? You have to wait 24 hours before entering another one. But not before logging back into the site (step six, etc.).

Wow. That experience makes me want to run to Arby's this instant to purchase a 44 oz beverage and join the fun. Yeah, you have to buy a bloated tankard of soda before you are honored with this opportunity.

Here's my favorite line from Dowdell's tale regarding company coupons, rebates and contests: "Businesses are based on the people that don't follow through with mailing stuff in or with going online to enter their code and see if they won a free song from Yahoo! Music."

After reading Dowdell's post, I hit Arby's site. As part of its "I'm Thinking" campaign, the site allows you to create your own thought bubble.

Cool, I thought, albeit an homage to the Motorola Pebl Pond. But Arby's thought bubble offers NO customization. Every field other than name has a drop down menu with choices...Arby's tells customers what to think too?! I'm thinking this approach to online marketing sucks.

Original Arby's Sign uploaded by army.arch

tags | Arby’s | online marketing | marketing

Comments

[Jeff Paul Internet Millions]

I read your post on internet marketing and found it interesting to add it in my college notes. I am an IT student and I need to go around on the web to search for new IT info.

[Online backup]

I recently came across your blog and have been reading about Online marketing. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

[charlie sabbagh]

i tried the angus sub today at your norman location in oklahoma, it was so salty i almost puked, guys have someone taste your new food befor you try it on customers.

[Draadloos en wifi]

This is the main concern of people thinking of buying a WiFi radio - That they'll have to make the switch from the FM stations they know and love, over to the online world of international stations and web shows. The good news, though, is that the majority of FM radio stations also broadcast online these days. In addition, most WiFi radios also include FM radio tuners, meaning you'll still be able to get the stations you can receive now - Plus the whole new world of internet stations.