Applebee’s

The Date Night Pass

With dating costs soaring more than 40% over the last decade, Date Night was about to get dumped. Applebee’s Grill + Bar, known as America’s #1 date night restaurant, aimed to rekindle the flame.

Enter the Date Night Pass — a limited edition pass that offered couples exclusive, affordable date nights every week of the year. This idea tapped into drop culture to drive FOMO, create buzz and drive sales.

The passes sold out in less than a minute with demand soaring for additional drops.

Creative Team:
ECD: Jeff Leaf
CD: Erin Gallagher
Design: Madi Ellerbrock

5.6+ Billion Impressions

Sold Out Under One Minute

1+ Million Entries

500% Increase in Social Conversation

4,000 Date Nights in Two Months

8+ Weeks of Earned Media Coverage

5.6+ Billion Impressions Sold Out Under One Minute 1+ Million Entries 500% Increase in Social Conversation 4,000 Date Nights in Two Months 8+ Weeks of Earned Media Coverage

Applebee’s Date Night Pass Case Study