Twitter Marketing At Its Best: A Mid-Air Tweet Earns Man A Steak At The Airport

If you’ve ever day-dreamed about a mouth-watering steak awaiting you after your 6 hour flight, you’ll know how Peter Shankman felt when his favorite steak house had a chef, 24 oz. Porterhouse steak, vegetables, potatoes and cutlery waiting for him as he got off the plane. And he earned this special treat because of a half-joking tweet he had sent just hours before.

Mortons is one of the most social media savvy steak houses in the US, if this stunt is any proof. And every business with a social media account, whether it’s Twitter, Facebook or another, needs to take a page from their book.

It all started with a tweet, as so many stories here on AllTwitter do.

Peter Shankman (@PeterShankman), a social media consultant, among other things, with 100,000 Twitter followers to his name, tweeted the following while on an airplane just about to take off and bring him back home to New York:

“Hey @Mortons – can you meet me at newark airport with a porterhouse when I land in two hours? K, thanks. :)”

Morton’s Steakhouse is a chain of restaurants the Shankman positively drools over. But his mid-air tweet was more wishful thinking than actual hope that he’d be greeted by a steak when he landed. Little did he know…

After a 2.5 hour flight, Shankman got off the plane at Newark, and headed for his car service. He walked up to a man holding a sign with his name on it, thinking, of course, that it was his car – not imagining that it would be his steak instead.

But much to his surprise, he looked up from the sign to see the smiling face of a person in a tuxedo standing next to his driver, with a “Morton’s” bag in hand.

As Shankman himself recounts:

“Alex, from Morton’s Hackensack walks up to me, introduces himself, and hands me a bag. He proceeds to tell me that he’d heard I was hungry, and inside is a 24 oz. Porterhouse steak, an order of Colossal Shrimp, a side of potatoes, one of Morton’s famous round things of bread, two napkins, and silverware.

He hands me the bag.

I. Was. Floored.”

Indeed, he should be. In less than 3 hours, Morton’s social media team saw his tweet, cooked up a steak, prepared a to-go bag, and drove to meet him at the airport.

And thanks to Shankman’s clout on Twitter, and his glowing account of the airport Twitter steak, they’re sure to see some new customers in the coming weeks.

This is a fantastic example of going the extra mile to bring your customers a special experience through social media. Morton’s wowed not only Shankman, but the social media world with their stunt, and they’ve shown that repeat customers get special treatment. So ask yourself, “would my brand do something like this?” If not, you might want to consider how you would go about wowing your own clients and customers in a Morton’s-esque way in the future.