Wendy's Launched a Branded Takeover of the GasBuddy App
Daniel Johnson — March 16, 2020 — Tech
References: globenewswire & mobilemarketer
Wendy’s has become the first-ever company to sponsor a brand takeover of the GasBuddy app which is a platform that directs drivers to cheaper gas prices. The QSR company is doing a brand take over in order to promote its new breakfast menu.
Now the GasBuddy app will display content from Wendy’s on the ‘Price Spread’ second of the app.
Promoting the new menu on the GasBuddy platform could be successful due to the fact that users of the app are generally already on the road, which means these ads could have the most impact on prospective consumers.
Jimmy Bennet, the VP of media and social for Wendy's, spoke about the marketing efforts, "Having worked with GasBuddy before on various successful campaigns, we knew it had to be part of our marketing strategy given their audience and reach."
Image Credit: GasBuddy
Now the GasBuddy app will display content from Wendy’s on the ‘Price Spread’ second of the app.
Promoting the new menu on the GasBuddy platform could be successful due to the fact that users of the app are generally already on the road, which means these ads could have the most impact on prospective consumers.
Jimmy Bennet, the VP of media and social for Wendy's, spoke about the marketing efforts, "Having worked with GasBuddy before on various successful campaigns, we knew it had to be part of our marketing strategy given their audience and reach."
Image Credit: GasBuddy
Trend Themes
1. Branded App Takeovers - Wendy's sponsorship of GasBuddy app for promoting its breakfast menu presents an opportunity for brands to engage with consumers through app takeovers.
2. Location-based Advertising - Using location-based apps like GasBuddy to display branded content provides a disruptive opportunity for targeted advertising.
3. In-app Sponsorships - Sponsoring apps like GasBuddy allows brands to reach consumers while they're already engaged with the app, creating a disruptive way to promote products or services.
Industry Implications
1. Quick Service Restaurants - Using branded app takeovers, QSRs can reach customers at key moments, like when they're searching for gas prices, to promote their menus or offerings.
2. Digital Advertising - The rise of in-app sponsorships presents an opportunity for the digital advertising industry to create innovative mobile advertising campaigns.
3. Mobile Apps - Branded takeovers of popular mobile apps like GasBuddy offer a disruptive opportunity for app developers to monetize their platforms through sponsorship deals.
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