The player will show in this paragraph
The Challenge
New York is a city that runs on its stomach—where food delivery is a crucial part of daily life. It’s also a city that increasingly relies on digital solutions to make life happier, easier and more efficient.
That’s why SeamlessWeb, an online food delivery service tapped LBi to help them introduce their revolutionary service to in-the-know New Yorkers.
SeamlessWeb wanted to acquire new customers and spread awareness of their offerings: fast, efficient, and simple food delivery that renders paper menus obsolete.
In a city already glutted with food delivery options, we needed a creative solution that would help SeamlessWeb stand apart from others—utilizing multiple channels and unconventional methods to get our busy target’s attention.
The Work
Menu Amnesty: The NYC delivery menu is a symbol of the old, inefficient way of doing things. SeamlessWeb is the way we order now. It's faster, easier, and more convenient. It's how we say goodbye to the paper menu, and goodbye to the past. The SeamlessWeb Menu Amnesty truck cruised the streets picking up NYC's obsolete and unwanted takeout menus, serving up some serious deals along the way.
Out of Home: We produced high impact ads that were placed in the NYC subways as well as Phone Kiosks and Wildpostings all over Brooklyn and Manhattan.
Digital / Online Ads: Online ads supporting the campaign were placed stragically to hit all of Seamless's market. Pandora, NYPost and YouTube to name a few.
Microsite / Social Media / ePR: Lucky winners who found the truck received a 'golden ticket' and won a week's worth of free delivery compliments of SeamlessWeb or other incentives.
Food Sculptures: he menus compiled through the truck were used for a large food sculpture which was unveiled on the last day of the program.
The Outcome
The results were fantastic - through the roof acquisition created 152,000 new orders, over 10,000 new customers, generating a whopping $9.2MM in revenue in just 3 weeks.
The More Eat campaign went on to reach some historic milestones: 4 of the top 5 daily records for new user acquisition and top 4 total consumer revenue days ever...
Now that’s a lot of Pastrami sandwiches.