Wendy's And StubHub Partner In Digital Discount Program

By Christine Kern, contributing writer

Now dinner and a game is just a little bit cheaper

StubHub and Wendy's have joined forces to offer digital discounts in an effort to create excitement and change consumer behavior.

According to ClickZ, quick food service chain Wendy's and online ticket marketplace StubHub have created a joint digital coupon campaign designed to engage with fans and provide them with an "added sense of unexpected value."

StubHub customers that purchase tickets priced at less than $30 through July 6 will receive $1.50 off their StubHub order with messaging that tells them the discount is courtesy of Wendy’s and could be used to purchase Wendy's new Steakhouse Jr. Cheeseburger Deluxe for $1.49. According to StubHub, customers will receive the $1.50 discount through Right Price Right Size (RPRS) messaging.

The campaign is an attempt by Wendy’s to renewing its focus on value-conscious consumers after acknowledging it had lost ground with these consumers by not promoting its value menu items last year, according to Mobile Commerce Daily. 

“Using a coupon as a thank you is a great way to create excitement and change consumer behavior,” said Mark Tack, vice president of marketing at Vibes, Chicago. “There is a natural synergy between those two companies to come together and deliver memorable experiences for their mutual fans,” he said.

StubHub customers will receive the Wendy’s offer directly to their smartphones which saves them the cost of the new, RPRS limited-time Steakhouse Jr. Cheeseburger Deluxe, priced at $1.49. "The discount is automatically applied for tickets $30 and under," says Randi Walz, East Coast sales manager at StubHub. "There are no hoops to jump through."

The partnership with StubHub is effective marketing and will heighten competitive pressure from rivals focused on value.

StubHub customers will receive the discount automatically on select games. However, the coupon will not apply to any future Wendy's purchases, notes another StubHub rep. The promotion will be available via mobile Web and desktop services, but not StubHub's native app.

"StubHub always focuses on creative out-of-the-box partnerships to engage with consumers and improve the game-day experience for fans. We look for partners that are relevant to our audience. The whole purpose of the campaign is to surprise and delight...There was a natural synergy between us and Wendy's," Walz says.

Though initial response to the discount program has been high, the key will be to retain that customer activity after the promotion has ended.