For this excercise, I deceided to take Arby's iconic social media personality and build a campaign based in thier social media prescense. Arby's targets a huge amount of "fandoms" through thier social media. No matter what someone "geeks out" about, you can bet Arby's has made a social media post about it.
I focused my campaign on the zombie craze that is sweeping the nation. I created a young-adult focused tagline "Don't be a Nug Zombie" that is mainly directed by social media. We start the twitter feed explaining what a "Nug Zombie" is. A person who only eats fast-food chicken nuggets because that's basically one of two options most of Arby's competitors sell. Arby's is saying "we have a much wider variety than chicken nuggets, change your standard fast food joint to Arby's." From there I developed the print ads. The print ads are to be taken as concept art. I (surprisingly) don't have a team of Hollywood special effects make-up artist and food photographers at my immediate disposal, therefore I had to make do.