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Wendy's advertises on digital jukeboxes in bars

DUBLIN Ohio Wendy’s International Inc. has launched an interactive campaign on touch-screen music players in 5,100 bars and nightclubs located within a mile of a Wendy’s restaurant.

The “Core Burger” campaign is featured on the broadband touch-screen media network that San Francisco-based Ecast developed to provide digital music to entertainment venues.

Bar patrons touch the screen to pick a song and also can click on a Wendy’s feature, which shows a video clip of sizzling burgers and provides the address of the nearest Wendy’s restaurant.

“It’s something we’re really excited about,” Wendy’s spokesman Bob Bertini said. “It fits in with our digital strategy and gives us an opportunity to reach out in ways that are highly relevant.”

Wendy’s first used the digital effort in January to promote the launch of its Stack Attack burgers and is evaluating results of the campaign, he said. The current campaign promotes Wendy’s core hamburger and runs through March.

The chain is “looking at other opportunities” to use similar digital campaigns in the future, Bertini said.

Wendy’s media agency of record, MediaVest of New York, partnered with Ecast to develop the campaign.

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