Twitter is loving Nihilist Arby's, which began as a fake-brand-style account on Jan. 14. And if you don't mind a whole lot of absurdist death and doom in your humor, you may enjoy its tweets, too.
While it's unclear who is authoring the messages for the handle—that person hasn't stepped forward—data from Simply Measured shows his or her antics are working unusually well. In fact, Nihilist Arby's is getting a better engagement rate than the real Arby's. (The fast-food chain definitely can shine with real-time Twitter marketing. Scroll down to see the brand's notable work Tuesday night, when Jon Stewart revealed he was leaving The Daily Show.)
According to Simply Measured, during the last four weeks, Nihilist Arby's has gotten a 113 percent per-follower engagement rate. This means each post from the abyss-obsessed account is getting at least one favorite or retweet per follower. Nihilist Arby's has built up 13,000 followers in less than a month, and its tweets regularly get hundreds of retweets, essentially unheard of for even the biggest brands.
To compare, Arby's, which has 30 times more followers (390,000), is getting a 4.3 percent per-follower engagement rate.
It's not an apples-to-apples comparison, and it's not supposed to be. The actual Arby's cannot tweet thoughts of blood and soullessness and get away with it for the sake of "engagement"—much less be lauded for it.
But it's fun to look at the numbers side by side because they demonstrate how Nihilist Arby's creator is pulling off one of the best brand hijacks in recent months. And you know what? Along the way, Nihilist Arby's is probably unwittingly moving horsey sauce-drenched roast beef sandwiches and curly fries.
Atlanta-based Arby's didn't respond to requests for comment. (Cue conspiracy theories that Arby's is behind the account.) We'll update this post if the fast-food player wants to provide information.
In the meantime, check out a handful of LOL-worthy highlights below from Nihilist Arby's. (Warning: A couple have curse words.)
The birth of your child, your first snowfall, a shooting star: All meaningless in the face of the void. Arby's: may as well order the large.— Nihilist Arby's (@nihilist_arbys) February 11, 2015
When the blood falls from the sky and corpses litter the trails, when the sun burns black and death has become us all, think Arby's.— Nihilist Arby's (@nihilist_arbys) February 10, 2015
McDonalds is trying to buy you with love. Check out THIS counter offer: suffer and let Arby's be your fuel. Die. Arby's: no more nonsense.— Nihilist Arby's (@nihilist_arbys) February 4, 2015
Today, why not choose Arby's for lunch: no clowns, no tacos, no kings, no god, no hope, no bullshitting. You will die. Enjoy Arby's.— Nihilist Arby's (@nihilist_arbys) February 3, 2015
Drain the blood, cure and slice the flesh, season and fry the potatoes, feed them the sugar water. Be born. Toil. Die. Arby's. We sell food.— Nihilist Arby's (@nihilist_arbys) January 28, 2015
Your sad existence will pull your soul to pieces, and we do the same thing to animals and put em on buns, because fuck it. Arby's: fuck it.— Nihilist Arby's (@nihilist_arbys) January 27, 2015
And for good measure, take a look at @Arbys' aforementioned work from the night Stewart shocked the world by announcing he was leaving his Comedy Central perch. For context, the fake news anchorman has a history of giving Arby's a hard time on his show.
We're here for you, Jon. pic.twitter.com/2QEOAR3BcM— Arby's (@Arbys) February 11, 2015
Jon, feel free to reach out to us at firstname.lastname@example.org.— Arby's (@Arbys) February 11, 2015