Produce a promotional stunt to drive consumer excitement and media attention for Netflix’s Gilmore Girls: A Year in the Life.

Allied Experiential recreated the show’s iconic Luke’s Diner by transforming 207 locally-owned-and-operated coffee shops across North America.

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.

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.