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Facebook-Based Loyalty Program to be Tested by Major Chains

  |  January 25, 2012   |  Comments

Taco Bell, Dunkin' Donuts, Quiznos, and Red Robin give Plink a whirl.

Taco Bell, Dunkin' Donuts, Quiznos, and Red Robin want to see if consumers' love of social gaming can be converted into commerce at their stores nationwide. They've penned deals with Plink, a loyalty marketing start-up that's set to announce its quick-serve brand test partners on Thursday. It's pretty simple: the more Plink users spend at the restaurants, the more Facebook Credits they'll earn to play games like FarmVille, CityVille, and The Sims.

Consumers can register their credit or debit card at Plink.com to get started. When they pay with the card at Taco Bell, Dunkin Donuts, Quiznos, or Red Robin restaurant, they'll earn Facebook Credits that can be used to purchase virtual goods on Facebook games.

Peter Vogel, Plink co-founder, told ClickZ News on Wednesday that his firm will target Facebook ads at people who have "liked" the brands on the social site. He said his Denver-based company will also appear in a variety of Facebook games via paid promos to help establish traction for its loyalty program.

Vogel said Plink will get a cut of the food sale when it drives consumers into Taco Bell, Dunkin Donuts, Quiznos, or Red Robin. "Retail brands see Facebook and social gaming as huge opportunities that continue to grow," he explained. "This is an easy risk-free way for them to kind of dip their toe in the water and try to drive some foot traffic."

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ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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