American Express and Marriott Bonvoy challenged us to inject their co-brand in the cultural conversation, reinforce its value and position it as the go-to choice for Gen Z and Millennials.

For our target, unique and spontaneous experiences are cultural currency. 

The insight that unlocked our work was that the year’s hottest releases in music have been flanked by “blink and you’ll miss them” IRL events, publicized on social or via text blast to fan communities.

How could we action this for Amex and Marriott Bonvoy?

Dinner Rush was an exclusive opportunity for the public to have the chance to attend Rao’s iconic experience, the most coveted and impossible reservation in NYC, at the JW Marriott Essex House, for one night only.

1.5 weeks out, we announced on social that first come/first served tickets would soon be available by texting our hotline. 1 week out, we dropped tickets.

We sold out in 8 minutes.

Our original KPI for the experience was 3-5 earned stories. Our activation generated 40+ earned stories in key press and across social handles.