This is the sign I saw announcing the Roastburger text message campaign. I was sitting next door in another quick service restaurant when I opted in to this campaign. As I mentioned in the podcast I think that Arby’s did a good job implementing the campaign.

There is one thing that I wish they had done differently with the CREATIVITY of the campaign and that is the ‘free with purchase’ requirements of the offer. I understand why they do this. When giving away free food if the drink is paid for then it is not a total loss to the bottom line. However, it is not exciting to get something free when you are required to buy something else. It just isn’t.

Contrasting this, think of the Denny’s Super Bowl ad that gives away a free Grand Slam. People line up around Denny’s buildings and wait for hours for their free breakfast. Everyone is talking about it – in the real world and in the virtual one. Twitter and Facebook are lit up with all the comments about Denny’s when they give away their Grand Slam.

No one makes a fuss over a free sandwich with a required purchase. Most people probably would buy a drink anyway.

But, Arby’s still wins bigger in this promotion because they have a list of people they can repeatedly contact and invite back. Denny’s has to do another Super Bowl ad.