Two brands have announced
they will be opening pop-up restaurants this month. McVitie’s will let customers pay for their
order with a hug in its ‘Cuddle Café,' while Game of Thrones fans have the chance to sample the finest Westeros delicacies in a specially
themed banquet event.
A tried and tested method of securing excellent media
coverage, pop-up restaurants tick four boxes that are vital for successful PR
stunts:
- Photo opportunities – think happy guests getting stuck into the activities, strong food/drink images (ideal for Instagram) and staff members dressed according to the theme, as well as celebrity guests or endorsements. A picture speaks a thousand words and you are much more likely to secure coverage if you send an eye-catching image alongside a press release.
- Word of mouth – both online and offline. The goal is to get people actually talking to each other, as well as spreading the word online via platforms such as Twitter and Facebook. As above, attention-grabbing photo opportunities are likely to encourage consumers to show a picture to their friends, or post it online.
- Multimedia potential – instead of firing off a bog-standard press release, a pop-up restaurant has the potential to achieve vast coverage in a variety of different mediums. For example, you could create a timelapse video demonstrating how the pop-up restaurant was created, or a vlog featuring an interview with the CEO of the company, visitor experiences, or even a chef demonstrating recipes for the food that was served at the restaurant.
- Measurable results – results can be measured online, for example, by monitoring how many people have ‘mentioned’ a hashtag, or the number of ‘retweets’ and ‘likes.’ In terms of offline measurement, the number of sales, visitors, registrations or enquiries (depending on the nature of the business) can be tracked.
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