1 | Overview

2 | Love Thy Arby's

3 | Experiential

4 | Merchandise

5 | Reflections

01 | Overview

THE ASK

Increase participation in Arby’s Rewards

Context

5 day live client sprint

Skills

UI/UX Design

Prototyping

Animation

Experience Design

Tools

Figma

After Effects

Illustrator

Photoshop

Problem

Arby's is the butt of the joke.

Background

We set out to understand the current view of Arby’s. Through social listening and interviews with Arby’s employees, super-fans, and haters, we found that Arby’s is consistently the butt of the joke. These digs can be funny, but they’ve created an Anti-Arbyist brand perception that prevents fans from admitting they enjoy Arby’s menu. Closeted Arby’s Lovers we interviewed will devour a Beef n’ Cheddar in private, but keep that to themselves.

“You can’t walk into a party and announce you just had Arby’s.” -Closeted Arby’s Lover

Background

“You can’t walk into a party and announce you just had Arby’s.” -Closeted Arby’s Lover

Opportunity

Turn closeted Arby’s lovers into Arby’s evangelists through their loyalty program.

02 | Love Thy Arby's

LOVE THY ARBY'S REWARD PROGRAM

Love thy Arby's is a loyalty system where users can unlock badges based on their purchase history that simultaneously plays into the perception the public has of the brand.

App intigration

Here users can track achievements and rewards and see purchases needed to unlock new Badges.

SOCIAL SHARING

Share personalized graphics and videos directly to social platforms.

FRESH MEAT PIN

Users placing an in-app purchase within the first three days of signing up for a rewards system drives retention, to encourage this, rewards members will receive a Fresh Meat enamel pin in their order at pick up.

03 | Experiential

CONFESS N' CURLY

A brand activation for people to publicly confess their love for all things society deems embarrassing.

0:00/1:34

Holy Meatrimoney

Commit the ultimate act of love and marry Arby's in the iconic Las Vegas drive-thru little white chapel by ordering through the app in Las Vegas.

04 | Merchandise

LOVE THY ARBYS COLlECTION

The campaign will launch exclusive merch for Arby's rewards members that can only be purchased through the app.

05 | Reflections

This project was so fun. Making all of this in 4 days was such a whirlwind but so rewarding. Arby’s has such a fun brand voice and persona so getting to play around in the brand world that they built was just a blast. Plus I am an Arby’s apologist so that helped a lot. A lot of my projects before this had been building an app from the ground up, or completely redesigning an existing app, so I really liked building a smaller piece of an existing entity.