To launch the new Zagat mobile app, we created a pop-up called Tiny Cafe in New York City, which celebrated the app's "tiny-yet-perfect reviews" with "tiny-yet-perfect dishes" inspired by some of NYC's most iconic meals. The Tiny Cafe was also inspired by the tiny food phenomenon, which has taken the internet by storm and is particularly popular among Millennials, our key audience.
I was the ACD on this project and also provided copy for all components – video, collateral, signage, PR and brand ambassador scripts. I also helped define the end-to-end customer journey. We seeded the campaign with a teaser video (above). The event earned 145M social impressions and 1 billion impressions overall. It was covered in the New York Times, Refinery29 and The Verge, among others.
The Tiny Cafe served four tiny dishes from a takeout window: The Emmy Burger and Luca Pizza from Pizza Loves Emily, the Adobada Taco from Los Tacos No. 1 and the Chocolate Chip Cookies from Jacques Torres Chocolate. At every step of the experience, we created photo opportunities and encouraged visitors to share their photos with #TinyCafe.