My team and I set out on a bizarre excursion to film a content piece for Arby’s at the Area 51 site in Hiko, Nevada. This was by far the craziest work I’ve done in my career. From alien evangelists and preachers to 100-man Naruto runs, Area 51 was full of great content in order to help build Arby’s brand awareness.
Arby’s: Space Meats Truth, brought the meats (and a special milkshake) on a 2,000-mile road trip to Hiko, Nevada, for the Area 51 Basecamp Experience. A day after popular DJ Paul Oakenfold performed, the Arby’s food truck served secret menu items as fans enjoyed alien-themed attractions and presentations from expert ufologists.
Their activation generated more than 400 earned media placements and more than 700 million media impressions and media coverage from major publications