Background: I recently saw the ad above, and my first reaction was that here's a good idea that seemed to have come out of nowhere. It's not based on an event, holiday, or celebration. Just an unexpected, attention-getting good idea.
Basically, you go to their website, take a "pledge*" to make Smith & Wollensky your steakhouse, and then make a reservation. If your name is chosen, they go whole hog...changing the, awning, signage, virtually everything, to include your name with theirs.
This is not the first time they have taken the path less travelled. Last year they did a "Steak for Stock" promotion. (Can't wait for next year.)
So when you are sitting there, wondering how to make your Halloween promotion stand out from all the others, lean back and think about creating innovative, unexpected good ideas, not just incremental tweaks.
Got the idea?
*Even their pledge is well done (pun intended), with bullets such as,
• Smith & Wollensky is MY steakhouse. I will have no other.
• If I must go to another steakhouse, I will go to Smith & Wollensky Chicago.
• If my significant other wants to try a new steakhouse, I will try a new significant other.
• I will not go to Del Frisco's.