Once again proving its commitment to college sports, Zaxby’s is rolling out “Zaxby’s Fanz of Flavor,” an interactive college tailgate experience, this football season. Through a partnership with IMG, the brand is taking its flavor on the road to 12 exciting matchups across its footprint.

“Zaxby’s has been at the forefront of sports partnerships for years, at the national and local levels, and ‘Zaxby’s Fanz of Flavor’ falls right in line,” says Will Riley, vice president of Brand Management and Marketing at Zaxby’s Franchising LLC. “The tailgate experience is a perfect way for us to unite the brand’s love for our fans, love of flavor and love for college football. We are excited to share this with our loyal Zaxby’s fanatics in each of these towns.”

Football fanatics at each stop will enjoy the “Zaxby’s Fanz of Flavor” tailgate activities, which will take place in a large custom-built structure designed and built by My Friend’s Nephew, an Atlanta-based creative advertising and design studio. By leveraging the breakthrough technology of Vive, the new virtual reality system from HTC, fans will be able to paint a three-dimensional Big Z, Zaxby’s mascot, and virtually tour a Zaxby’s location.

“Our objective was to give people the chance to engage in an experience that goes beyond the typical swag,” says Josh Robinson, executive creative director and principal at My Friend’s Nephew. “We hope that everyone, from those who are hearing the Zaxby’s name for the first time to long-time fanatics, will discover that flavor and fun are at the heart of the brand.”

The entire session will be captured on video and emailed to participants. Those interested are able to learn more and view videos online. In addition to the virtual reality experience, fans will have an opportunity to compete for prizes at “Flavorize Your Fandom” stations and deck themselves out in body paint with help from two master body painters.

Tour stops include:

September 4—University of Texas vs. Notre Dame

September 10—TCU vs. Arkansas

September 17—Arkansas vs. Texas State

September 24—Western Kentucky vs. Vanderbilt

October 1—FSU vs. UNC

October 8—University of Texas vs. Oklahoma

October 15—Georgia Tech vs. Georgia Southern

October 29—South Carolina vs. Tennessee

November 5—Ole Miss vs. Georgia Southern

November 10—Duke vs. UNC

November 19—Tennessee vs. Missouri

November 26—Virginia Tech vs. Virginia

“Zaxby’s is committed to providing a memorable, interactive experience to their fans, and the Zaxby’s Fanz of Flavor tour is a creative way to interact with its core audience,” says Andrew Judelson, executive vice president, Sales and Marketing, IMG College. “We are proud to work alongside Zaxby’s as the brand evolves in the collegiate space.”

Zaxby’s currently operates in 17 states: Alabama, Arkansas, Florida, Georgia, Indiana, Kansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Utah, and Virginia.

Customer Experience, Marketing & Promotions, News, Zaxby's