John Osborne

The Arby’s New York Style Reuben Promotion. The client wanted something “different” on the local level for the promotion for their reuben sandwich. They wanted it to be something that leveraged their existing social media presence and that worked with the existing campaign, “You don’t have to go to NYC, to get an authentic NY-style reuben sandwich.” Oh yeah, and it needed to be cheap.
So we created a contest for a NYC trip giveaway. People in local markets had to take their pic in front of a mobile billboard featuring our faux NYC skyline and post their pic to Instagram and tag it #arbysnyc to enter the contest.

• Social Media Marketing
• Art Direction
• Creative Direction