The RB/FSTEC awards: digital all-stars
Social media marketer of the year
Winner (large chains): Arby's
While some chains shy away from haters, Arby’s sees such disses as opportunities. Its banter with Jon Stewart is a prime example of turning lemons into lemonade (earning the brand an honorable mention for Best Single Post). And though it was a brand some recently saw as needing life support, it boldly turned to social media to help right the ship. Its tuned-in, fast-paced, authentic voice and enthusiastic use of food art resonated with our young testers.
Winner (smaller chains): Whataburger
Despite a somewhat stodgy brick-and-mortar image, the chain’s online voice bridges the generation gap. Posts enlist on-trend terms and references without feeling like the uncool uncle, our millennial testers contend. In August, the chain scored points—and likes—by weighing in on the feud between rappers Drake and Meek Mill, prompting the former to show one of the brand’s tweets from the stage during his concert.
Best single social media post
Most surprising use of social media
Social media: most tantalizing food porn
Best social media event
Tech accelerator, full service
Tech accelerator, limited service
Tech accelerator, nontraditional