Zaxby’s redesigned a handful of flagship stores and wanted people to come check them out. But how do you show off an immovable object to thousands of people who aren’t coming to you? Well, the way we see it, you build a giant, mobile replica of the newly designed stores, fill it with an unreal Virtual Reality experience that allows folks to paint their chicken mascot with delicious Zaxby’s sauce—then schlep the experience around to 13 bigtime college football events on 13 bigtime college football campuses. Are there other ways? Sure. Are there better ways? Probably not.