Arby’s probably has the most recited tagline in the country ("We Have the Meats") and the most distinct tone-of-voice in the fast-casual food category. 

PAST ACTIVATIONS AS REFERENCE FOR INSPIRATION OR TONE: 

• The Puzzle
• LaDanian's Steakhouse
• The Marrot
• King's Hawaiian Getaway
• Pepsi
• Jon Stewart
• Pharrell's hat

Arby's has an enormous amount of street cred with their customers and for good reason: they have the meats! Some people are sleeping on this fact though, and it would be an absolute shame to let that big missed steak happen. So, Arby's is looking for your help to channel the passion of the social media love Arby's receives to come up with an activation that spreads the good word of the meats and converts the unconverted. 

What is an "activation" you ask? Getting to the meat of the matter, it could be a viral social media campaign or challenge, an event or publicity stunt, testimonials, maybe even a cool team-up or partnership. The world is your meaty oyster here! Your concept just needs to be mold-breakingly awesome and get people into stores to realize what they are missing.

Still not sure what we're talking about? Check out some past Arby's activations down in the background section and some of the social media love that Arby's gets online down in the assets tab.

 

EXPOSURE: On the front pages of the USA Today, NY Times, or other Major Networks of course!

 

TARGET AUDIENCE:

• Suburban Millennials who frequent fast food.
• People who appreciate eating real food with great ingredients, but aren't health nuts.
• Those who believe food is fun and meat should be at the center of every meal.

 

TONE: Fun, tongue-in-cheek, upbeat
 

EXECUTIONAL MANDATORIES: 

• We're not looking for your average "Ad" here, this is Arby's we're talking about! Your concepts should feel awesome and authentic.
• Please DO NOT include concepts that involve Arby's restaurants changing their daily operations on a national level. Events in a single store are fine.

Tell us your concept in 250 characters or less. Your concept should describe what your activation is, why it will capture people's attention, and how it will drive people to Arby's restaurants. Remember, a concept is not a detailed script — it is a spark of inspiration or a distillation of what will happen in the activation. As always, concepts should be clever and engaging.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
   
   
5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.