With the recent viral success of the 'Storm Area 51' event on Facebook, fast-food chain Arby's has decided to feed the hungry masses with a food truck. Currently, more than 1.9 million people have stated they are attending the Nevada-based event on Facebook and the Internet is awash with alien-related memes.
Arby's announced it will be attending with a "secret menu" that we can only speculate is extraterrestrially themed. Jim Tayloe, Arby's Chief Marketing Officer, stated: "We can’t confirm if there are aliens at Area 51. But, if they do show up, they deserve the best meats on Earth. If not, Arby’s will still be there serving the planet’s best meats to everyone else attending this historic event."
Arby's isn't the only brand that has paid attention to this niche meme culture. Bud Light also launched a limited-edition Area 51 beer and announced a giveaway to any aliens who escape. These niche and demographic-specific campaigns speak to the marketing potential that can come from viral Internet content.
Alien-Themed QSR Pop-Ups
Arby’s Area 51 Event Will Feed Those Attending the Viral Facebook Event
Trend Themes
1. Viral Food Truck Pop-ups - The success of Arby's Area 51 event highlights the potential for food truck pop-ups at viral events.
2. Niche Meme Marketing - Companies like Arby's and Bud Light demonstrate the potential for marketing to specific niches and meme cultures.
3. Experiential Marketing - Arby's Area 51 event shows the potential for experiential marketing to engage audiences in unique ways.
Industry Implications
1. Quick Service Restaurants (QSR) - QSRs can take advantage of viral memes and events to create innovative marketing campaigns like Arby's Area 51 event.
2. Food and Beverage - Food and beverage companies can create limited-time, niche products to appeal to specific meme cultures like Bud Light's Area 51 beer.
3. Advertising and Marketing - The success of Arby's and Bud Light's campaigns demonstrate the potential for advertising and marketing companies to tap into specific meme cultures for their client's campaigns.