To promote the re-launch of the original classic roast beef sandwich among adults and to grow Arby's text-alert database.
A promotion called "March Money Madness,” which played on the popular "March Madness" theme. Listeners were encouraged to text a keyword to Arby's for the chance to win $1,000.
Texters received a bounce-back inviting them to join the text-alert club to receive future special offers. In order to get the keyword, listeners were instructed to visit Arby's and purchase a classic roast beef sandwich (a disclaimer stated that no purchase was necessary.)
Listeners could also visit the station's website for more info on the promotion. Info was posted on an Arby's "Feature Page" that contained a station- produced video in addition to contest info.
Vinyl stand-ups were placed in-store at participating Arby's locations to promote the program as well. During the 4-week program, one winner each week was awarded $1,000.
“Get into Arby's, get the keyword and text it to 27297 by midnight on Friday for your chance at $1,000 every week in March! New winner each week! It's March Money Madness at Arby's!"
Arby’s was pleased that nearly 2,000 new subscribers joined their text-alert database during the 4-week promotion.
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