
NETFLIX
LUKE’S COFFEE DAY
POP-UP
// CHALLENGE
Produce a promotional stunt to drive consumer excitement and media attention for Netflix’s Gilmore Girls: A Year in the Life.
// SOLUTION
Allied Experiential recreated the show’s iconic Luke’s Diner by transforming 207 locally-owned-and-operated coffee shops across North America.
// EXECUTION
On Gilmore Girls’ sixteenth anniversary (October 5th), the pop-ups welcomed fans to grab free coffee and experience Luke’s Diner for themselves, in advance of the streaming release on November 25th. The stunt delighted series fans with a tangible connection to the show and multiple photo opportunities for organic social sharing.
// RESULTS
The event was featured in national and local press, including CBS News, CNN Money, Entertainment Weekly, USA Today, US Weekly, Vanity Fair, Vogue, and BuzzFeed. Event hashtags, #HappyBirthdayGilmore and #Lukes, trended on social media. The campaign won overall “Best Buzz Marketing/Influencer Program” at the 2017 Event Marketer Ex Awards.
