Inventing Meaterhosen
The challenge:
Create awareness of Arby’s new Meatoberfest sandwiches through earned media.
The idea:
Every year, thousands of Oktoberfest partiers dig out their best lederhosen and dirndls to join in the Bavarian funfair of the world’s largest beer festival. Our goal was to get the Meatoberfest sandwiches into that conversation by creating and promoting irreverent, meat-themed lederhosen (called Meaterhosen) and Tyrolean hats (reimagined as BeefvarianHats). Arby’s-centric wearables. We wanted to create a memorable fan experience by tapping into the authentic Oktoberfest spirit in a way that only Arby’s could. We leveraged the power of social to spread awareness of the activation and drive users to Arby’s eCommerce site, where fans could purchase the Meaterhosen.
Results :
The popularity of Meaterhosen surpassed our expectations––the initial run of Meaterhosen and hats sold out immediately, so an additional run was required. This unique activation drove tons of earned media coverage and got Arby’s and their new sandwiches authentically into the Octoberfest conversation, with coverage in over 15 outlets including Thrillist, AdAge, iHeart Radio, Yahoo! Lifestyle, QSR Web, PC World, and FOXNews.com.
“Arby’s is once again hammering home the fact that it has the meats.”
— Fox News
“If you love Arby's then we think we found the perfect way to show off your love in public.”
— iHeartRADIO
“Get ready for Meaterhosen.”
— Thrillist
“As a German I find this offensive… …that there isn’t an @Arbys near by.”
— Twitter user @coolbigandy
Team Project
Creative Team Members :