On June 28, more than 4,000 New Yorkers descended on Brooklyn’s Prospect Park for The PopUp Dinner Brooklyn, a one-night event in a series of four popup events presented this year by Acura. The PopUp Dinners are the love child of Hand Made Events, a company that started in 2011 in Northern California with a dinner for 3,500, and has since taken off with dinner events in several major cities across the country.
What makes these popup dinners so unique is the community- and word-of-mouth driven format. Hand Made selects the city, the location and provides the tables and chairs. But the rest is entirely crowdsourced. Attendees are encouraged to gather a group of friends, plan an elaborate meal and an even more elaborate tablescape (candelabras, formal china, feathers and sequins are encouraged, although electricity is not provided), and then bring it all to the location, which is kept top-secret until three hours before the event. (Agencies: Allied Experiential and Mullen, both New York City.)
Event Marketer was invited to grab a seat at the VIP table at the Brooklyn PopUp Dinner, and we share 20 photos from the event and Acura’s activation here. Be sure to check out our August issue for a complete report, plus strategic insights from Acura’s manager-national advertising, Gary Robinson.