Unlike New York's delicatessens, Arby's isn't renowned for its Reuben sandwich. That changed courtesy of three quickie videos created by Initiative for mobile consumption, grouped under the umbrella of the newly diagnosed NRNS ("Need a Reuben Now Syndrome"). The videos played before and after users shared content in apps like Pandora, and were showcased in custom-branded units for Facebook and Zygna. Additionally, BuzzFeed was tapped for additional custom editorial content. The result? Arby's best sales period in 10 years.