On October 22nd, TikTok user, John Casterline (@h1t1), shared a video saying, “someone really just sold me a flat screen TV for $25. I go home and hook it up and a mf Arby’s menu pops up.” In less than one week, the video garnered 15 million views, 3.3 million likes, 44.2K comments, and 74.4K shares.
Over the next few days, other TikTokers joined in on the fun by creating other narratives. Some TikTokers even posted variations of the meme such as, “someone just sold me this TI84 for $15, let’s see if it works.” The TikTokers then plugged in their devices to show them displaying the Arby’s menu.
Minneapolis agency, Fallon, was one of the agencies that helped Arby’s capitalize on the viral opportunity. The brand engaged with @h1t1 by commenting on his TikTok videos. The comments received almost 1 million likes combined. Additionally, Arby’s posted TikTok videos to entice @h1t1 to give the TV back. The brand created a list of ways to get the TV back, one way being a video of a plane flying a giant banner.
After dozens of videos and millions of views, the meme ended on November 6th when Arby’s made a deal with @h1t1. In exchange for the missing TV, Arby’s would give @h1t1 a mystery box. In a TikTok reveal video, @h1t1 received a new TV that displayed the limited time $5 Missing Menu Meal. Arby’s launched the Missing Menu Meal for a limited time between November 6th and November 20th.
Takeaway: Whether the meme was real or fake, brands like Arby’s have the opportunity to capitalize on viral memes to turn them into valuable marketing opportunities such as reaching younger audiences and demonstrating cultural relevance.
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