Arby’s the fast food sandwich restaurant chain has quite the following on Twitter. Within the past few years they have been crafting clever tweets to coincide with hot video game releases: games like Shadow of the Colossus, The Legend of Zelda, and many others. These tweets are not just witty one liners either, they are images of impressive cardboard constructions from the Arby’s team. These tweets go above and beyond the general marketing of a fast food restaurant on social media. In this day and age everyone is fighting for engagement on social networks, and you have to think out of the box to stand out from the rest of the crowd. Working in tandem with the Roar Groupe to help produce these cardboard creations, Arby’s has nearly doubled its social media engagement in just a few years.
In an interview with Campaign Live the Senior Director of Digital and Social Media, Josh Martin said “We’re not trying to sell anybody on any product in our social advertising anymore, We’re just trying to engage and build that kind of brand love on the platform.” Arby’s tweets may be clever marketing at its best, but it is clear they are having fun with this project.