How Arby's created a custom merch box program to break through with College Running Back Influencers!
Arby's has been on a creative tear lately with custom merch like their French fry-flavored vodka and Smoked Meat Sweatsuits, so getting creative with their marketing has been in their playbook for quite some time.
Taking advantage of the NIL rule change from the NCAA, the quick service franchise has leveraged social media, clever pun-work and awesome custom swag to make a mark in the college market
Appreciate it! 🤝 @Arbys #ArbysRBs pic.twitter.com/nfzr17Sim2— Tucker Gregg (@tgreggnation17) November 2, 2021
By recruiting and paying the first 200 Division 1 collegiate running backs who would post the tagline "Tonight, I'm getting Arby's" on their social feeds, they would receive a cash payment and a custom box filled with RB's for Arby's swag - all of which was legalized by the NCAA when they allowed athletes to be paid under the Name, Image, Likeness (NIL) ruling.
Talk about a touchdown of a promotion!