Millennials quest for
discovery is complemented with a visceral stimulating interactive participatory
shared marketing platform this fall at Zaxby’s this is sure to
become a hit according to Foodservice Solutions® Grocerant Guru® Steven Johnson.
Will Riley, vice
president of Brand Management and Marketing at Zaxby’s Franchising stated “The
tailgate experience is a perfect way for us to unite the brand’s love for our
fans, love of flavor and love for college football. We are excited to share
this with our loyal Zaxby’s fanatics in each of these towns.”
Here is how it works
football “fanatics at each stop will enjoy the “Zaxby’s Fanz of Flavor”
tailgate activities, which will take place in a large custom-built structure
designed and built by My Friend’s Nephew, an Atlanta-based creative advertising
and design studio. By leveraging the breakthrough technology of Vive, the new
virtual reality system from HTC, fans will be able to paint a three-dimensional
Big Z, Zaxby’s mascot, and virtually tour a Zaxby’s location.”
Josh Robinson, executive creative
director and principal at My Friend’s Nephew stated “Our objective was to give
people the chance to engage in an experience that goes beyond the typical swag…
We hope that everyone, from those who are hearing the Zaxby’s name for the
first time to long-time fanatics, will discover that flavor and fun are at the
heart of the brand.”
Riley continued “The
entire session will be captured on video and emailed to participants. Those
interested are able to learn more and view videos online. In addition to the
virtual reality experience, fans will have an opportunity to compete for prizes
at “Flavorize Your Fandom” stations and deck themselves out in body paint with
help from two master body painters.” Tour
stops include:
September
4—University of Texas vs. Notre Dame
September 10—TCU vs.
Arkansas
September 17—Arkansas
vs. Texas State
September 24—Western
Kentucky vs. Vanderbilt
October 1—FSU vs. UNC
October 8—University
of Texas vs. Oklahoma
October 15—Georgia
Tech vs. Georgia Southern
October 29—South
Carolina vs. Tennessee
November 5—Ole Miss
vs. Georgia Southern
November 10—Duke vs.
UNC
November 19—Tennessee
vs. Missouri
November 26—Virginia
Tech vs. Virginia
“Zaxby’s is committed
to providing a memorable, interactive experience to their fans, and the Zaxby’s
Fanz of Flavor tour is a creative way to interact with its core audience,” says Andrew Judelson,
executive vice president, Sales and Marketing, IMG College. “We are proud to
work alongside Zaxby’s as the brand evolves in the collegiate space.”
The promotion by Zaxby’s edifies the
fact that a brand is an invitation. In
this case Zaxby’s is perfectly elevating that invitation into real time
customer relevance with fall football, virtual reality, sharing, and Zaxby’s
brand name and food. If success does
leave clues and it does this is a very well timed promotion that will work.
Foodservice Solutions® team can edify
your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization contact us via Email us at: info@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant, or
twitter.com/grocerant
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