Arby’s Saucepocalypse
Opportunity
After 50 years, Arby’s decided to sell its sauces by the bottle, but needed a launch idea.
Insight
Nearly 1/3 of all tweets about Arby’s were about its sauce—particularly, about needing more of it.
Idea
We asked fans to share their sauceless nightmares with us on social, then, in real-time, we turned their stories into illustrated horror movie posters. After generating a bunch of news and followers, we announced the release of our bottled sauces.
First, we asked fans for their sauceless tales.
They'd come in like this one from Bill...
Just days later, we'd reply with a user-generated, real-life poster
based on those real-life nightmares and share in on Facebook. This was Bill's...
And this is Danny's...
Here is Megan's...
And Daniel's...
And here's what we sent to Allie...
We even turned the posters into ads that ran on billboards and in print.
Then, with the social conversation at its peak, we announced the arrival of our bottled sauces and the end of the Saucepocalypse.
Results
· Twice as many people on social were talking sauce
· We sold 50,000 bottles in our short window
· We generated half-a-million media impressions
· One of the best product launch extensions in Arby’s history
