With a three-event series at the end of the month, Dixie, the disposable dinnerware brand, will tap into a strong consumer insight to create buzzworthy, brand-building experiences through their “Deadzone Dinners.”
Each dinner will be hosted in a unique location (a park, a bank vault and a cave) chosen for its lack of cellular service. Dixie hopes to connect with consumers through the idea that our smartphones are often a barrier in being connected and having “zero bars” can be an impetus for more meaningful moments together.
The experiential play is supported by a microsite, complete with humorous video content and thematic recipes (like No-Fi Pie and Selfie Free Soup) for the celebrity chef-created dishes that will be served, so even those who can’t attend can bring a piece of the experience to their own homes. It also links to a sponsored Buzzfeed story focused on things to do on a first date instead of staring at your phone.
In today’s digitally connected world, Dixie is smart to build their anti-smartphone campaigns for digital connectivity – because the video content, shareable recipes and Buzzfeed story amplify and enhance the in-person experiences at their events.