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Arby’s send-off to Jon Stewart raises brand perception
It seems Arby’s got the last laugh Wednesday during the Daily Show’s second-to-last episode when it aired a 60-second commercial thanking host Jon Stewart for all the times he made fun of the brand. During the show, Arby's mentions on Twitter increased 564 percent, from 130 to 1,130.
August 7, 2015 by Cherryh Cansler — Editor, FastCasual.com
It seems Arby’s got the last laugh Wednesday during the Daily Show’s second-to-last episode when it aired a 60-second commercial thanking host Jon Stewart for all the times he belittled the brand. Over the years, Stewart created a variety of "new slogans" including "Arby’s, isn’t there anywhere else we can eat?," "Arby’s, come for the tweets; run from the meats" and "Arby’s, the meal that's a dare for your colon." The commercial featured all of those clips and many more.
Although Stewart mocked the brand, his jeers resulted in a lot of “free advertising” for the brand, which probably prompted the commercial thanking him "for being a friend." The spot was not only hilarious but has paid off when it comes to social media, according to Amobee Brand Intelligence data, by boosting Arby's brand perception. During the show, Arby's mentions on Twitter increased 564 percent, from 130 to 1,130.
The tweets kept rolling in even after hours after the show. Over the next 13 hours, there were 7,926 tweets around Arby's, and 3,240 of those were positive, compared with 909 negative tweets. The commercial has also received nearly 100,000 views on YouTube.
Fans obviously loved the commercial and the fact the brand could make fun of itself. It will be interesting to see if that love translates into sales.
About Cherryh Cansler
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