Lead agency: Moxie USA
Last week’s blog was a tear-jerker, so this week will be a bit more humorous! To promote that Arby’s has 17 other sandwiches beyond their famous roast beef sandwich, they created #MakeMySandwich.
For those who used the hashtag, Arby’s would create a custom handmade portrait of the user entirely out of ingredients they use for their various sandwiches.
This idea was unique, allowing people to feel a personal connection with the brand through their custom Arby’s sandwich masterpieces.
Arby’s used a smart strategy when coming up with this campaign, knowing that the social feeds of their target audience are filled with quick-turn photoshopped content.
To help spread the campaign even further, celebrities and brands got their own custom portraits as well, helping bring the hashtag to even more feeds.
Singer David Archuleta, actor Jeff Goldblum, and pro wrestler Xavier Woods were a few of the celebrities to receive a portrait.
Moon Pie, Buffalo Wild Wings, and even Wendy’s were brands that received portraits. In true competitor fashion, Arby’s put Wendy in their iconic hat.
#MakeMySandwich was a huge success earning a 99% positive sentiment with customers, and gaining over 17.5 million Twitter impressions, 11 million Facebook impressions, and 5.5 million Instagram impressions.
I wanted to highlight this campaign because I love the humor and creativity that went into it. I’m excited to see what will happen next within the QSR industry!
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