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Restaurant Industry News |
Tuesday December 2nd, 2008 |
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To Reach Core Audience, Wendy's Busts Out Online |
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When Ian Rowden became chief marketing officer of Wendy's in 2005, the restaurant chain spent just 4 percent of its overall marketing budget online. That percentage has climbed steadily since-to 6 percent last year and about 8 percent this year-and will likely exceed 10 percent in 2008, according to Wendy's. |
Along the way, the No. 3 fast feeder, which last year spent about $375 million in major measured media, has invested in online vehicles such as microsites to get closer to its core 18- to 34-year-old consumers, offering them, for example, a chance to win Nintendo Wii games and consoles via the purchase of Frosty Floats.
Now, Wendy's is about to give away 100 million free songs through a partnership with online music site Rhapsody. Between Nov. 21 and Dec. 30, consumers who buy a combo meal featuring the new Jalapeno Double Melt sandwich will get an access code to download a song. The codes will be printed on cups.
External Source - For the complete article click here
Source - Adweek
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| Last: |
3.60 |
| Time: |
12/1/2008
4:01pm |
| Change: |
-0.42 |
| Opened: |
3.88 |
| Day: |
3.89 - 3.55 |
| Volume: | 2909559
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