“LUKE’S DINER” POP-UPS
To produce a promotional stunt and drive both consumer excitement and media attention for Netflix’s Gilmore Girls: A Year in the Life special, Allied Experiential recreated the show’s iconic Luke’s Diner.
On Gilmore Girls’ sixteenth anniversary (October 5th), 207 locally-owned and operated coffee shops across North America 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, and hashtags #HappyBirthdayGilmore and #Lukes trended wildly on social media, winning the campaign overall “Best Buzz Marketing/Influencer Program” at the year’s Event Marketer Ex Awards.