News

Arby’s taps into tailgating culture for partnership with NBC Sports

September 10, 2014

Arby's has partnered with NBC Sports to launch a #TopTailgate contest asking fans to submit their best tailgating photos and videos via Twitter. Participants can win weekly prizes as part of the promotion, which runs every Wednesday through Oct. 29.

According to a news release, prizes include a portable grill, pop-up bar and bean bag toss; a 46-inch outdoor HD-TV, Kegorator beer keg fridge or free meals from Arby's for a year.

"We share a love of football with our guests,” CMO Rob Lynch said in the release. "As we become more focused on our target consumer, whom we call the Ten Gallon Hearts, it's important that we are where they are, celebrating football season with our fast-crafted, high quality meats, and maybe even a side of curly fries."

Every Wednesday through Oct. 29, NBC Sports will send out tweets asking fans to submit their photos and videos. The weekly voting period begins every Wednesday with the voting period for the grand prize winner beginning on Oct. 30. Voting ends every Tuesday for the previous week and the weekly winner is announced.

A custom video showcasing user-generated content will play every Sunday during the Sunday Night Football online stream on NBCSports.com to explain the contest elements to the audience. Throughout the week, there will be follow-up social posts reminding fans to share images and video of their tailgating experiences.

Arby’s will also showcase its new “Meatcraft” ad campaign during Sunday Night Football games throughout September on TV, NBCSports.com and the ROTOWORLD Fantasy Draft Guide.