Arby’s Chicken Taste-Off

CHALLENGE:
Arby’s had its sights set on a high-profile national campaign featuring a “taste-off” with Subway, but not without good cause. For each vote, Arby’s agreed to donate $1 to the No Kid Hungry initiative.

The showdown would be run entirely on Facebook.

GOAL:
To create a complete cross browser / mobile device-compatible / HTML / CSS-driven tab application that would allow the booming mobile user base to experience the same features as those users entering via their desktop. Not an uncommon request with the limited mobile support for Flash, but a challenge in how to best allow for a rich animated experience comparable to what’s achievable in Flash.

In partnership with BBDO, HYFN built just that!

SOLUTION:
The Arby’s Chicken Salad Taste-Off app was integrated as a “Like”-gated tab on Arby’s Facebook page, where users could go to cast their votes. The matchup was Arby’s Grilled Chicken & Pecan Salad Sandwich against Subway’s Orchard Chicken Salad Sandwich.

Laid out in a clean user interface, the app featured video content, a coupon for a free sandwich (just for participating), and information about the No Kid Hungry initiative. After voting, the totals for Subway and Arby’s were displayed within an inline scoreboard.

RESULT:
Arby’s featured the app front and center on its website, driving traffic to its Facebook page. From there, Arby’s posted updates on how much money had been raised and further promoted the signature sandwich.

More than 8,000 votes were registered during the 12-day campaign. It was a simple but effective way to increase brand and product recognition and generate positive publicity for a good cause.