Green Mill Pop-Up Pizza Parties

Posted on: 06/13/12

The Social Lights have been having a ton of fun launching some Integrated Event Marketing campaigns this June! What exactly does Integrated Event Marketing mean? It’s when we blend physical events with digital + social media promotions.

For our client Green Mill Restaurant & Bar, we came up with a series of Pop-Up Pizza Parties to kick off the summer and showcase Green Mill’s social media sites during the start of Social Madness.

We started by hosting a surprise lunch for the employees at the Minneapolis/St. Paul Business Journal. We sent over press kits (pizza boxes stuffed with a humorous press release, a cookie and some new graphics from our #GetMilled campaign). Then, we showed up the next day with a 40ft pizza truck to host a surprise picnic in the parking lot!

Here, the Minneapolis/St. Paul Business Journal tells us how they like to #GetMilled:

[youtube id=”cX9aR9pIHVc”]

Next, we moseyed from the parking lot to the beach. On one of the hottest days of the year so far, (90 degrees & sunny on a Saturday) Lake Calhoun’s Thomas Beach was brimming with beachgoers soaking up the sun! We determined it was an excellent opportunity to show up with the Green Mill Food Truck and dish out 200 free slices of pizza + Powerade and bottled water. The goods were gone in under 15 minutes! To see how we crafted this campaign from a social media standpoint, read:

When Grad Party Gets Cancelled, Green Mill Gets Creative 
Green Mill Hosted Pop-Up Pizza Party at Lake Calhoun

Now, watch the video to see what happens when hundreds of unassuming individuals #GetMilled at the beach:

[vimeo id=”43904206″]

And the highlight reel:
[vimeo id=”43779663″]

If you think the Green Mill #GetMilled Campaign is a creative use of social media, we’d appreciate your vote in the Social Madness competition. Go to: Social Madness, Find Green Mill Restaurant & Bar in the Large Company category & Click VOTE. Thanks!

To see more of what we’ve been up to lately, check out our June Newsletter.

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