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Arby's is always on the lookout for buzzworthy opportunities to spark conversation and drive positive brand sentiment––and we know that TikTok is a perfect channel to stand out as a brand by appealing to a younger and more digitally-engaged audience. So, when a Gen Z TikTok user from Florida named @h1t1 posted a TikTok, in which he described buying a $25 flat screen TV, we knew we had a great opportunity to steer the conversation and make something cool happen.
@h1t1’s TV looked normal, except for one thing: when he turned it on, it mysteriously displayed the Arby’s menu board. Arby’s hopped on it quickly, fueling intrigue about the origins of @h1t1’s mysterious television by simply commenting, “we’ve been looking for this!” The massive social and PR buzz that followed over the coming weeks was achieved through a mixture of strategic content planning and genuine consumer engagement.