How do you get the attention of the affluent and hungry? Well, for foodline.com, a new Web restaurant-reservation service, Dweck! has been ambushing people in line at trendy restaurants and giving them some unusual gifts.
Staffers from the New York agency recently started handing out yo-yos and copies of the novel War and Peace to folks in several cities; the books carry stickers reading, “Here’s something to do while you wait. Next time, try foodline.com.”
“Guerrilla marketing helps make noise and generate attention,” explained Wayne Best, partner and creative director at Dweck!.
The $5 million foodline.com campaign also includes print ads, radio spots and bus wraps.
Print broke last week and shows menus and matchbooks carrying copy such as “Eat at the places supermodels drink water,” and “Don’t put that in your mouth and other indispensable dining tips.”
The effort is Dweck!’s first for the client.
GETTING A TABLE IN CYBERSPACE
