DBear (Disney+)
In a world with plenty of consumer touchpoints, experience is a great brand argument to make impact more effective and generate top of mind. Disney+ Spain wanted to generate word of mouth about a series praised by critics and audiences alike. But, how to surprise fans of superlative content? With an equally superlative experience.
DBEAR was an immersive 7-day pop-up restaurant through “The Bear” universe. We innovated by creating the first series you could devour, literally. A one-off gastronomic experience designed with Spanish chef Diego Guerrero, ranking #38 as the best chefs in the world. An innovative menu pairing haute cuisine and the 7th art: 10 dishes inspired by its 10 episodes alongside an exclusive garnish, the season 2 screening.
Instead of paying influencers, we invited them to eat so they gave us a free publicity campaign. We opened reservations for fans with a phone number, setting up an activation on social media thanks to a bot on X: we sent out unique reservation codes to redeem by phone.
The campaign was a success. Full bookings during the 7 days, with 1244 calls to book a table. An engagement increase of +158.14% vs. benchmark, 3.2 million views and 1.2 million impressions earned, reaching more than 8.08 million total impressions. But, the best part? It was the top 3 most popular series in Spain during July and August (the months of campaign impact), according to the independent ranking by JustWatch.
