15,000 people responded but only 10 lucky sandwich lovers won a seat on Arby’s one-day, $6 trip to Hawaii to eat sandwiches by the sea.
Arby’s is not one to be shy when it comes to wacky PR and advertising stunts. But this time, the chain took it to another level, inviting sandwich lovers to jump on a plane, fly all the way to Hawaii and back on on single day, to taste its new Hawaiian sandwiches. And all this for the price of the one sandwich.
What happened was simply crazy. The campaign landing page received over 250,000 visits from 15,000 people across the United States. All competing for one of 10 available tickets. You can imagine the craze, and the understandable disappointment of the some 14,990 who were not fast enough to score one of the $6 tickets to Hawaii.
All 10 winners had to pay $6 (the price of one sandwich) for a chance to fly from the metro area of their choice (New York, Los Angeles, or Chicago) to Hawaii. Their mission is to taste the entire range of Arby’s Hawaiian sandwiches. That, and fly all the way to Hawaii and back on the same day. FYI, that’s 5,000 miles and anywhere between 5 and 9 hours flight depending on where you take off from.
“It’s kind of absurd to go all the way to Hawaii to try these sandwiches, but why not?” – ” says Arby’s CMO Jim Taylor.
The question is: would you have done it?
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