Wendy's targets bargoers with digital music spots

Share this content:
Wendy's targets bargoers with digital music spots
Wendy's targets bargoers with digital music spots

Hoping to catch the hungry, late-night bar and nightclub crowd, the fast food chain Wendy's has partnered with in-venue digital music provider Ecast.

“We think this fits in perfectly with our late-night business, but all through the day as well,” said Bob Bertini, direc­tor of communications for Wendy's. “Music is something that is highly rel­evant to younger consumers who are a key target audience for us.”

MediaVest, Wendy's media agency of record, worked with Ecast on the “Core Burger” campaign, which is running in 5,100 US bars and nightclubs with­in one mile of a Wendy's restaurant, according to George Giatzis, SVP of advertising sales for Ecast.

“For the fast food category, this is a perfect opportunity to inspire people who are out in the bars having cock­tails with friends,” Giatzis said. Ecast's research indicates that nearly half of these users will stop and get something to eat on the way home from the bar.

Through DoubleClick, geo-target­ing for specific locations is available, Giatzis said. The address for the nearest Wendy's restaurant displays and other locations can be found by ZIP code.

When people are not interacting with the music player, a video ad for Wen­dy's, showing burgers sizzling, is played on the device, Giatzis said.

Wendy's first partnered with Ecast in January when they launched a “Stack Attack” double cheeseburger campaign, Bertini said.

“We're certainly intrigued by the idea of reaching out to our customers in a different, unusual and engaging way,” he said.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above