How a Pair of 360i Vets Cooked Up a ‘Culture Hack’

RXM Creative leveraged Instagram to create a viral menu

People in dark suits look at smartphones.
RXM Creative's origin story starts with an Instagram restaurant menu—and that's just the beginning. Adrian Nina

When RXM Creative co-founders Mihai Botarel and Raul Mandru came up with their first “culture hack” five years ago, they had no idea it would result in the birth of an agency. The pair worked together at 360i when friends asked for help hyping the launch of New York restaurant Cómodo. Botarel and Mandru decided to capitalize on a growing cultural trend—Instagram, still in its first few years of life—to “hack” their way to virality with an “Instagram menu,” convincing the eatery to include hashtags in its actual menu.

This story first appeared in the Feb. 26, 2018, issue of Adweek magazine. Click here to subscribe.
@9Number9 david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.