Digital Media Advertisement Boasts Three Digit Boost to Arby’s Brand Awareness Current lifestyles are so immersed in technology that traditional methods of digital advertising are obsolete and few advertisers are willing to move past them (de Vies, 2013). Research done to gauge the effectiveness of traditional methods shows that banner advertisements and screen takeovers may still be effective to build brand awareness in customers. However, adjustments have to made in order to sway their negative connotation to the viewer. For this type of advertising to be effective, the brand needs to force value into the ad to successfully straddle the line between the customer’s annoyance and his or her ability to recall the product (Baron, Brouwer, & Garbayo, 2014). The marketing team
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By leaving behind banner ads and full screen takeovers as well as their negative connotations entirely, Arby’s used its advertising campaign to answer the infamous consumer question, “What’s in it for me?” To promote awareness of their new Hawaiian King Roast Beef Sandwich, their advertising team utilized interactive social gaming advertising to reach their target market during opportune moments of game play. Instead of interruption the player’s experience to display an ad, Arby’s advertisements would appear at completion of game objectives and during times of celebration. This removed the element of interruption and introduced the brand information on a positive note. They also helped gamers in their time of need by offering virtual goods like game power ups in exchange for interaction with their brand. By giving something in return for their consumer’s time, Arby’s was able to build a relationship with its target market. In only a month, Arby’s Brand Awareness for their new product skyrocketed (InternetWire,
By leaving behind banner ads and full screen takeovers as well as their negative connotations entirely, Arby’s used its advertising campaign to answer the infamous consumer question, “What’s in it for me?” To promote awareness of their new Hawaiian King Roast Beef Sandwich, their advertising team utilized interactive social gaming advertising to reach their target market during opportune moments of game play. Instead of interruption the player’s experience to display an ad, Arby’s advertisements would appear at completion of game objectives and during times of celebration. This removed the element of interruption and introduced the brand information on a positive note. They also helped gamers in their time of need by offering virtual goods like game power ups in exchange for interaction with their brand. By giving something in return for their consumer’s time, Arby’s was able to build a relationship with its target market. In only a month, Arby’s Brand Awareness for their new product skyrocketed (InternetWire,