Space Meats Truth
When the "Storm Area 51" phenomenon took the internet by storm in 2019, Arby's presented Edelman with a unique challenge: to seize upon this social opportunity. What began as a joke swiftly evolved into a global phenomenon. Our team embarked on this surreal journey, documenting the entire activation at the Alien Research Center in Hiko, NV, and amidst the campers in Rachel, NV.
We interviewed a diverse range of individuals, from evangelists and preachers to influencers and truth-seekers, capturing a wealth of engaging content to bolster Arby’s brand awareness.
Arby’s: Space Meats Truth initiative boldly ventured on a 2,000-mile road trip to Hiko, Nevada, for the Area 51 Basecamp Experience. Amidst the excitement of DJ Paul Oakenfold's performance, the Arby’s food truck unveiled secret menu items, delighting fans amidst alien-themed attractions and presentations by expert ufologists.
Role
Videographer, colorist
Client
Arbys
Company
Edelman
Team
Spike Logan, Brandon Brown
"Belief is Mercurial"
Outcome
The announcement of Arby’s promise to feed the raider of Area 51 and the subsequent on-site activation generated more than 400 earned media placements and more than 700 million media impressions.
Notable coverage included USA Today, The Takeout, Delish, MSN, and Food & Wine. Wikipedia even added Arby's promise to its Wiki page on the event.
The program also delivered more than 51,000 tweets on Twitter.