As an extension of its nerd-friendly and pop culture-skewed social media presence, Arby's began attending consumer-facing events like E3 (Electronic Entertainment Expo) and Anime Expo to directly engage with our fellow fans. Rather than simple sponsorships or logo slaps, the creative team is experimenting with an unconventional, hands-on approach.
Brandon, as part of the Arby's social media creative team, helped spearhead an effort to leverage the existing packaging/papercraft look and feel of Arby's social media by turning their event attendance into a stealthy treasure hunt. They hid "Art Drops" around the public areas of the convention center, pushed out tweets to hint at their locations, and waited for fans to seek them out, score armfuls of swag, and access rare, event-specific experiences. Partners for these activations have included Bandai-Namco Entertainment, Sony PlayStation, Sonic the Hedgehog and more.
Enjoy a full rundown of the team's #ArbysArtDrop adventures below!
THE STAGES OF AN ARBY'S ART DROP
#ARBYSARTDROP @ E3 2017
LA Convention Center, June 13-15
#ARBYSARTDROP @ ANIME EXPO 2017
LA Convention Center, July 1-4