ARBY'S
(student work; featured on Modern Copywriter)
Fallon and Arby's came to our Business of Branding class with a problem:
How could they give their sandwiches a presence at Super Bowl 51 without buying a commercial?
This idea won the pitch (password: arbys):
We Have The Seats
It's really that simple. If Arby's wants a presence at the game, why not a literal presence at the game??
Instead of spending 5 million dollars on an ad, Arby's can buy tickets for 5 thousand dollars.
And if the most important part of Arby's brand is their meat, that's who should attend the game.
Sandwich Chaperones
A pair of Arby's chaperones will escort the sandwiches inside. They'll manage the crowd around the sandwich, and more importantly - manage its live stream.
Live Stream
The live stream is the place for our fans to react to the sandwich in real time during the game.
Arby's Twitter feed would respond to fans and issue challenges in exchange for prizes.
Kicked Out
Our sandwiches might get so much attention that they're removed by the NFL. That's great - because a live stream of a sandwich getting kicked out is even better than a sandwich watching a game.
The Day After
Fallon was clear that they wanted our idea to draw headlines. This is what they might look like.
Next Year
The famous sandwiches that attended Super Bowl 51 would be cast in bronze and sent to Arby's restaurants around the country for fans to admire. Not to mention, when they take a picture with the statues and use our hashtag they'd be entered into a contest to win seats at next year's game.
CW: Will Bareford & Conor McFarland AD: Samantha Jolley XD: Dan Cotting ST: Robin Greenbaum CBM: Connor Miranda