You'd usually think of Taco Bell or Mountain Dew as the gaming champs, but a certain roast beef-obsessed fast food chain is creeping up and taking over with a marketing department that clearly loves anime and gaming culture.
Social media marketing is a vital part of any company's advertising strategy, and Arby's made a conscious choice to change tactics away from "buy this meal for this price" posts to much more engaging and organic images that people actually want to share.
Every new post features a hilarious composition of reliable comment types -- a few clueless people trying to puzzle out what that reference means, super fans who are in heaven, a call for the team to get a raise, and backlash from the bored Facebook and Twitter crowds who are upset people are talking about video games for some reason. Every now and again, cheers of joy will erupt in the comments when pop culture references show up that a wider range of people actually understand, such as Clue, Aliens, or Discworld.
Despite going really obscure with some of the video game references, the Arby's team has created an advertising juggernaut here because they perfectly meet at the intersection of gaming, nerd culture, and crafting fanatics. Some of these posts ahead are truly works of art that clearly took an absurd amount of time to construct out of Arby's boxes, bags, and even sauce packets!
Note: All photo rights belong to Arby's -- we're just appreciating these perfect references.