It demonstrates that brands are catching on to the fact that consumers are increasingly expecting to receive âfree stuff' in the form of offers or discounts for brand engagement.
Arby's customer can now earn 10 Facebook Credits for every $5 spent at more than 3,500 US outlets. It could turn out to be a useful way to monetise its existing social media network which includes 900,000 Facebook fans and 45,000 Twitter followers.
In similar news, Pepsico has announced a tie in with reward company Kiip to offer fitness enthusiasts âachievement rewards' when they log a run through fitness apps such as Nexercise and MapMyRUN. Pepsico director of digital engagement Jason Thalappillil said it had found a meaningful way to target consumers when they're the most engaged, "while providing an opportunity for our brand to reward them for being active."
The two examples are slightly different – Pepsico is offering physical rewards for digital engagement while Arby's is offering digital rewards for physical purchases – but in essence they are part of the same trend.
Consumers rewards for engagement will be key discussion points at the upcoming Loyalty World USA, October 29th-31st in Las Vegas.