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. The solution? The Applebee’s Date Night Pass, offering couples exclusive, affordable Date Nights for a 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 pass drops. This campaign not only saved Date Night but boosted Applebee’s image as a modern, fun-loving brand in touch with its guests needs.

Awards: Effie, Sabre
Creative: Jeff Leaf (ECD), Erin Gallagher (CD), Madi Ellerbrock (Designer)

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