Bloggers and journalists covering our pop-up also loved the event ensuring the campaign had an editorial reach of 40 million.
As part of easyJet’s “Why Not?” integrated brand campaign, VCCP collaborated with experiential marketing agency, Bearded Kitten, to bring a taste of Dutch culture to the heart of London.
The live event, in association with the Netherlands Board of Tourism and Conventions, was held to raise awareness of a different side of Holland that people don’t often see, as well as other wanderlust inducing for people to explore.
Tulip Man enticed people to step through the mysterious easyJet plane door on a London street. They stepped through into the wonderful world of Café van der Sprinkles, a café and salon pop-up serving the classic Dutch breakfast dish of Hagelslag – sprinkles on bread – and sprinkle-inspired makeovers.
We aimed to make it one of the most Instagram-worthy places in London.
Visitors were encouraged to show off their sprinkle makeovers at the ‘sprinkle yourselfie’ points, walk down the bright tulip tunnel, snap their edible Dutch masterpieces and capture the Café’s electrifying light show.
The event was a huge hit, with 1340 people saying “why not?” and entering our sprinkletastic world. #SprinklesCafe was used 1328 times across all social platforms, helping us to sprinkle joy across London. Bloggers and journalists covering our pop-up also loved the event ensuring the campaign had an editorial reach of 40 million.
And those unable to experience it first-hand could still tuck-in to this Netherlands experience via our Instagram Stories, which racked up a huge 240,646 organic impressions.