ZAGAT TINY CAFE
The new Zagat mobile app had a major advantage over its main competitor, Yelp: It offered short and sweet reviews curated by experts, no scrolling required. To highlight this, we created the Tiny Cafe, a real pop-up restaurant that celebrated the app's "tiny-yet-perfect reviews" with "tiny-yet-perfect dishes" inspired by some of NYC's most iconic meals – and the Millennial-friendly tiny food phenomenon.
I was the ACD on this project, providing copy for all components – video, collateral, signage, PR and brand ambassador scripts. I also helped define the end-to-end customer journey.
Every aspect of the cafe was designed to be Instagrammable, including windows where people waiting in line could photograph the hands of the chefs preparing the tiny dishes.
Famed chocolatier Jacques Torres came by to prepare tiny versions of his chocolate chip cookies and speak to the folks from The Chew about the event.
“Share your lil’ dish of delish.” I created table tents that encouraged social sharing.
Food packaging and napkins included included the branding and the hashtag, ensuring photos shared on social would drive back to the campaign, even if people forgot to use the hashtag. They also included CTAs to download the app.
Results
145M social impressions
1 billion overall impressions
New York Times, Refinery29, The Verge