THE CHALLENGE
Grill’d was launching a limited-edition menu for Wicked: For Good. But a trip to Oz deserved more than a themed burger. We needed to give fans a reason to follow the yellow brick road straight to Grill’d.
THE IDEA
Welcome to Grill’d Emerald City. We transformed the Sydney flagship into an immersive pop-up, bringing the world of Wicked to life through theatrical sets, lighting, sound and interactive details. A familiar burger stop became somewhere altogether more spellbinding.
HOW PEOPLE ENGAGED
Fans stepped into the Emerald City, explored its sights and sounds, captured their own movie-magic moments and tucked into the limited-edition menu. Media and creators got the first look, taking a little of Oz beyond the restaurant and into feeds and headlines.
WHAT IT BUILT
28 pieces of coverage. 14.2 million in earned reach. Another 1.4 million reached through social content. And a lot of burgers sold. A film partnership that gave fans something to step into, share and sink their teeth into.
