11 Brands That Are Killing It on Social Media

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2. Arby’s

Arby’s is a great example of a brand that has set their sights on a certain niche market and used their social media accounts to reach that group. For Arby’s, that demographic includes the geek crowd. And they have used some extremely creative tactics to catch the attention of various fandoms. Over the past year or so, their Facebook posts have included gifs and short videos that feature characters from video games, anime, cult classic movies, and popular TV shows. The real fun, though, comes in how they incorporate geek culture into their marketing. What kind of creative genius comes up with the idea of creating a chocobo out of a cardboard sandwich box? Or a rabbit mask, a la Donnie Darko, out of some beef ‘n’ cheddar wrappers? The social media team at Arby’s, that’s who.

According to Josh Martin, senior director of Arby’s social and digital marketing, they decided to beef up their game after noticing that there wasn’t really anything unique about their social media marketing. Pictures of their food accompanied with a semi-clever caption just weren’t cutting it. In an interview posted on Kotaku, Martin said “We were building around these interest areas that our team at Arby’s has passion for,” adding that they all grew up playing video games. Roar, the agency who handles their creative work, had the same passions. After some successful testing, Martin and the folks at Roar noticed that their posts “struck a chord”, and they’ve been building on it ever since.