Arby’s is going country with a sweepstakes and instant-win game offering the chance to win one of nine trips to the Academy of Country Music Awards.
Customers who order a value-sized combo meal will receive a code to enter on Arbys.com. Nine grand-prize winners will receive a trip for two to the awards show, backstage passes, airfare and two nights in the MGM Grand Hotel. Lesser prizes include Justin boots, Wrangler jeans and Arby’s gift cards.
The sweepstakes runs through March 30.
A micro site Secure.Arbys.com/Honkytonk promoting the sweepstakes shows a country-themed stage with two dancing girls. On the site, visitors can virtually ride a mechanical bull for a chance to win instant prizes, including Justin boots, Wrangler jeans or Arby’s gift cards.
Online materials, in-store signage and print ads in US Weekly, Rolling Stone and Country Weekly support the promotion. Arby’s is also promoting the sweepstakes via e-mail to its database of opt-in subscribers.
In a related development, the company launched new flatbread melt sandwiches—the Fajita Beef Flatbread melt and the Philly Beef Flatbread melt. Both sell for $3.49 through April 14. TV spots and in-store signage will support the products. The melts can be purchased as part of a combo meal.