Arby's Logo.jpg

Arby's

 

Our Challenge


Create a moment that makes Arby's stand out during the Super Bowl without spending the $5MM it costs to get a 30 second spot.


Our Insight


Most fast foodies can’t afford Super Bowl tickets. How can Arby’s stand up for their wish to be at the Super Bowl?


Our Strategy


We want fans to respect Arby’s meats as much as they respect Super Bowl seats, So we're putting our meats in those seats.



 
 

 

We'll also live stream the sandwiches in their seats. If officials ask us to leave, that’s ok. Viewers can track the sandwiches on our microsite and see which one will last the entire game.

 
 
 

 

PEOPLE WILL BE TALKING ABOUT #WEHAVETHESEATS.

 
 
 
 
 
 
 

We’ll strategically buy seats for our sandwiches as well as human chaperones who will sit on either side of the sandwich to keep it safe.


The CHAPERONEs will also hand out coupons and invite fans to take pictures with the sandwich.

 
 

after the game, wE'LL SEND BRONZE SANDWICH SCULPTURES TO ARBY'S RESTAURANTS ACROSS THE COUNTRY. CUSTOMERS CAN TAKE A PICTURE WITH THESE SCULPTURES FOR A CHANCE TO WIN THE SANDWICHES’ SEATS AT NEXT YEAR’S SUPER BOWL.

 
 

Our Rationale

 

Arby’s may not be able to afford a Super Bowl commercial, but it can definitely afford some seats. The brand has a unique voice that is honest and self-aware, so this idea would only work for Arby's. It's an absurd idea to express Arby's absurd obsession with meat. Most importantly, it will generate conversation around the brand during and after the big game.

 

*THIS PROJECT WAS PART OF A FOUR-TEAM COMPETITION THAT WAS JUDGED BY REPRESENTATIVES FROM ARBY'S AND FALLON. OUR TEAM WON THE COMPETITION.

The Team: William Bareford, Dan Cotting, Robin Greenbaum, Samantha Jolley, Conor McFarland, Connor Miranda

My Role: Apart from my general responsibility of helping the team develop and present our idea, my specific responsibility was to help my team understand how people watch the Super Bowl. I used audience statistics for Super Bowl 50 to show my team the heightened levels of social media activity during the big game, especially on Facebook and Twitter. I also informed my team that the majority of Super Bowl 50 viewers planned to use two devices during the game, specifically one TV and one smartphone. My research helped to justify the creative tactics outlined above.