Smith & Wollensky
Making NYC’s most famous steakhouse even famouser.
Steakhouse goers are a unique bunch – once they reach a certain age, they pick one and settle down, rarely deviating from their establishment of choice. In order to accelerate this behavior, Smith & Wollensky rewarded patrons who were willing to take a pledge of allegiance, with the utmost piece of flattery: the restaurant would take on their name. Every day for an entire month, the restaurant renamed itself after a different customer.
Antonopoulos & Wollensky – it actually happened!
The promotion generated $250k worth of steak dinners.
The campain won a North American Effie for effectiveness.