Arby’s is entering the social media landscape with the ‘Great Canadian Snap and Drive’ event, a contest where Arby’s customers take a photo under the Arby’s red hat and send it to SnapandDrive.ca for a chance to win a car.

The contest, running through to July, is supported by Twitter, Facebook and television spots. It will help the burger chain develop its database for an online CRM program which launched on June 1, similar to that of Arby’s US, which has one million members, says Tracey Fletcher, director of marketing, Arby’s Canada.

‘We were looking to extend our national and local media presence into new mediums. It fits very well obviously with our target audience. And we’re looking for a way to infiltrate new media to help contemporize the brand,’ Fletcher tells MiC.

With creative and media handled by GJP Advertising in Toronto, the campaign hopes to attract 10,000 submissions to the site. Incentive for the contest is a grand prize of a Suzuki SX 4 (a partner that has also been promoting the contest with regional auto dealers), one of two Sym Scooters, as well as a weekly chance to win a Sony Ericsson cameraphone.