Wendy’s Taps Consumer Loyalty Via AirTran Rewards

A Wendy’s restaurant promotion has grown legs far beyond its original purposes with customers diving into trash bins and bidding on coupons, which awards consumers with AirTran frequent-flyer credits for their beverage purchases.

“We have people Dumpster-diving [and] getting sleeves of cups,” AirTran Spokesperson Judy Graham-Weaver said. “With any type of [promotion] like this, unfortunately there are people out there who are going to do it the dishonest way.”

The promotion, which kicked off in November, has had consumers scouring Wendy’s trash bins for discarded cups that feature the coupons. Consumers also have been scanning online auctions Web sites, including eBay, to buy the coupons outright. Online bidders are asking for upwards of $100 for 128 tickets equivalent to two roundtrip tickets.

AirTran, which is handling the coupon redemption, however, will not grant free tickets to consumers they can prove obtained coupons illegally, Graham-Weaver said.

Under the promotion, Wendy’s International, Coca-Cola and AirTran are offering frequent-flyer awards to consumers who buy 20- or 32-ounce soft drinks. Coupons from the drink cups can be redeemed toward free airfare (Xtra Nov. 11).

Customers who buy 32 drinks can earn a free one-way ticket; those who buy 64 drinks can earn a free round-trip ticket. About 3,200 Wendy’s Wendy’s restaurants nationwide are participating in the Round Trip Refreshment promotion.

Under the promotion, Wendy’s is trying to increase brand loyalty and value to customers. AirTran, on the other hand, wants to build brand exposure and ramp up membership in its A+ Rewards frequent-flyer program. In order to redeem the coupons, consumers must enroll in AirTran’s A+ Rewards program.

Already, Wendy’s and AirTran officials are calling the promotion a success. As of Monday, consumers redeemed 250,000 coupons, equivalent to 2,500 one-way tickets, Graham-Weaver said. The Orlando-based airline is reporting a 74% increase in new subscribers to its A+ rewards program, she added.

“Our customers have been actively engaged,” said Wendy’s Spokesperson Bob Bertini. “It’s something that has captured their imagination and created a great deal of buzz and excitement. This is something out customers see as value.”

“All the excitement is good,” he added. “The whole thing has been a real winner.”

In its initial wave, some 85 million cups had been printed for the promotion. Recently, another 15 million cups were printed because of the promotion’s overwhelming success, totaling 100 million cups, Graham-Weaver said. AirTran has limited the coupon redemption to two roundtrip flights per person, she added.

The promotion runs through Dec. 31 or until supplies last. Online materials and in-store signage and packaging support.