Arby's joins Facebook loyalty program Plink

Share this content:
Arby's joins Facebook loyalty program Plink
Arby's joins Facebook loyalty program Plink

Arby's today became the latest member of Plink, a loyalty program that gives restaurant consumers Facebook credits for their real-life purchases, said Peter Vogel, Plink's cofounder and head of sales and business development.

Plink transfers real-world purchases into Facebook credits, a form of virtual currency, which can be used to advance in games like FarmVille or CityVille, and others, Vogel said. Vogel said his company hopes to extend into other channels including retail and music. “In the next six months, you'll see a big movement toward a lot of companies starting to accept credits as payment,” he predicted.

Plink's partnership with Arby's came about because Plink's users said they would be interested in earning points at the company's restaurants, Vogel said.  “The audience we're targeting are the social gamers on Facebook,” Vogel said, adding that the total population of Facebook gamers is about 60 million people, a significant share of the social media site's users.

Plink users can earn 10 Facebook Credits for every $5 they spend at Arby's, according to a press release. With each purchase, customers are notified via email of earned credit. The email includes a link that, when clicked, automatically applies the credits to the customer's Facebook account.

Customers sign up for Plink at the company's website using a credit card and Facebook account, Vogel said.

“You can potentially target people who like specific games,” he said, adding that Facebook allows groups like Plink to narrow down users into subsets. For example, Plink could potentially target all Farmville users who also like Arby's on their profiles with coupons or promotions. Plink doesn't yet engage in direct marketing to consumers based on their Facebook likes or interests, which according to Vogel is the next step for the company.

For now, however, Plink's focus is on restaurants. In January, when the company launched, it had already signed chains including Taco Bell, Outback Steakhouse and Dunkin Donuts. Arby's is the first chain signed after the launch, Vogel said.

Bob Kraut, SVP of advertising and brand communications at Arby's said in a release: “We believe the opportunity to engage with Facebook members by rewarding them with Facebook credits for dining at Arby's may strengthen our success.”

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's 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