In the summer of 2022, Moe’s Southwest Grill launched their new spicy chicken with the “Spicy Shack,” a Moe’s themed Airbnb in Miami’s trendy Upper East Side neighborhood. The brand invited fans to book a weekend stay in the Spicy Shack, which was adorned with spicy chicken-themed decor and Moe’s meal kits for guests to enjoy.
Few people would actually get the chance to stay in the Spicy Shack. But fans could still experience it vicariously through local creators and influencers.
We developed a creators program for the Spicy Shack. This program included research, vetting, contracting and briefing creators who would each experience the Spicy Shack. Leaning on Miami-based creators, we contracted four initial influencers to preview the space and promote the activation.
Despite a small paid media budget, our promoted posts reached nearly 400K users with more than 20,000 engagements. Spicy Shack bookings sold out in less than ten minutes.
