It demonstrates that brands are catching on to the fact that consumers are increasingly expecting to receive â€˜free 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 â€˜achievement 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.