Iron Chef Experience
NEW YORK, NY
To bring attention to the "Iron Chef Experience" in New York's Meatpacking District that allowed fans to feel as though they were actually starring on the hit show "The Next Iron Chef" while bringing attention to the season premiere and upcoming season.
InCharge ideated and designed "scratch off" informational cards that gave recipients a chance to win all types of Iron Chef promotional merchandise including Iron Chef branded T-shirts, spatulas, and oven mitts. The cards also provided all the details for visiting the "Iron Chef Experience" to claim their prize and the upcoming "Next Iron Chef" season premiere. InCharge activated our team of brand ambassadors to circulate the cards throughout Manhattan. All of the brand ambassadors were outfitted in official Iron Chef jackets and were located in high pedestrain traffic areas.
Iron Chef brand ambassadors were seen all over the city and close to 70% of all people that received a scratch off card ended up attending the event. Tens of thousands of people visited the activation over it's course and 1000's of pieces of promotional merchandise were distributed.