NETFLIX
GILMORE GIRLS: A YEAR IN THE LIFE

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.

line outside lukes coffee day event design

customer posing for lukes diner by event production company

customer posing with lukes coffee day event design cast member

women with their coffee from lukes coffee day

line outside lukes diner by event production company allied experiential

barista pouring at event production company showcase

girls with their coffee at lukes coffee day for gilmore girls

netflix gilmore girls coffee for event production company

barista at lukes coffee day event design

awards won by allied experiential event production company

barista and decorations for lukes coffee day event design

customer outside store of event production company

customers in line for event design by allied experiential

lukes coffee day by allied experiential event design

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