Friday, September 9, 2016

Zaxby's Consumer Interactive Participatory Tailgating

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 participationdifferentiation and individualization contact us via Email us at:  or visit: Johnson,, or 

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