Event Marketer Spring 2023 - 7

PLAYBOOK
YES, YOU CAN SPEAK TO THE MANAGER: THIS NYC POP-UP
IS RUN BY A GAGGLE OF ILL-TEMPERED 'KARENS'
The service is horrible, but the food is incredible. Welcome to Karen's Diner, a humorous
play on the pop culture concept that entails " an interactive diner and an absurdly
fun experience " that opened in New York City's West Village in March and is slated
to stick around through December. The pop-up is not the first of its kind; Karen's
Diner locations are sprinkled throughout Australia, the UK and, more recently, the
U.S., each promising " very rude " waitstaff, top-notch diner fare and cocktails with
meme-inspired names, and ridiculous experiences (think: breaking open piñatas and
doing the YMCA). Oh, and organizers dare you to ask for the manager.
SCORECARD
THIS MONTH'S
ROUNDUP OF
HITS AND MISSES
HIT: 'NICKIN CHICK MUGGETS'
Lots of imbibers hit up fast food restaurants
after a night on the town and
McDonald's New Zealand used that intel
for a range of " tipsy " outdoor ads used
in its " We Speak Late Night " campaign.
Displays included hilariously slurred
food orders like " a bubble caught a
panda and a cloak. " (Agency: DDB)
POP-UPS
ESPOLÒN STIRS UP A PARTNERSHIP WITH PARAMOUNT
PICTURES TO PROVE ITS TEQUILA IS 'SO SMOOTH
YOU'LL SCREAM'
If you're anything like us, and need a
stiff drink to handle watching a horror
movie, this campaign is for you.
To celebrate the sixth installment of
the cult classic " Scream " franchise,
Paramount Pictures, Spyglass Media
Group and Espolòn Tequila teamed
up to enhance the moviegoing experience
for consumers in select markets.
Through April 7, the organizations are
showing consumers why the tequila
is " so smooth you'll scream, " and running
an on- and off-premise program
that includes product integration
within the film, OOH, social and digital
extensions, a national consumer
sweepstakes and a partnership with
Drizly. Among highlights: The companies
partnered with theater chains
across the U.S. to offer moviegoers a
menu of exclusive Scream x Espolòn
cocktails to sip on while viewing, like
the Thirsty Thriller and The Last Call,
a fresh take on the espresso martini
that includes Ghostface foam art.
Personally, you can catch us at the
rom-com next door.
eventmarketer.com
MISS: GAME OVER
Stella Artois' plans to infiltrate video
game The Sims 4 with a brand experience,
which would allow players to
enter its " Beer, au Naturel " ad, were
dashed after the game's creators,
and publisher Electronic Arts, drew up
legal documents on the grounds of IP
infringement.
HIT: TOAST OF THE TOWN
When TikTok videos emerged of a
man eating French toast sticks on the
Toronto subway-from behind a white
tablecloth-clad setup that included full
cutlery, syrup and a bell-Canadians
knew something was up. Turns out, it
was a stunt promoting Wendy's new
homestyle French toast sticks.
MISS... OR A HIT: FOOL'S GOLD
Get a whiff of this: the Florida Lottery
concocted its own fragrance to boost
the new Gold Rush Doubler scratchoff
game. Social media users had a
chance to win a bottle of the exclusive
scent and a $100 gift card-all billed, of
course, as the " sweet smell of success. "
Gag.
PARTNERSHIPS
SPRING 2023 EVENT MARKETER
7
IMAGE CREDIT: ADAGE
IMAGE CREDITS: KAREN'S DINER
http://www.eventmarketer.com
Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023
