Work of the Week: Cheetos LA Pop-Up

Cheetos has recently decided to launch a pop-up after a very successful opening of "The Flamin' Hot Spot" which opened last year in New York City. After the success of this concept with 1,000 people on their reservation list, they decided to take a similar idea to Los Angeles. Their idea is to limit reservations for a public pop-up which will be open for three nights only. They are offering a three-course menu to their guests, all including hints of their Flamin' Hot Cheetos, in an effort to promote this product even more. They are working with OMD for paid media, The Marketing Arm for creative, and Ketchum to help with PR. I love this idea not only because it applies their product to other very creative dishes rather than just presenting the Cheetos as they come in the bag, and it allows consumers to experience this menu in a limited way, having those interested make reservations and offering only a few nights for them to attend. Since this is a public idea, it only reached those in New York City, and I think it is a great idea that they are noticing how successful it was there, and moving it to another large city to gain momentum for this product. People in Los Angeles seem to love new and exciting dishes like this, eating at pop-ups where this menu will be offered for a very short amount of time, and I think that as long as they market this pop-up so that a lot of people in LA can find out about it, they will be just as successful as they were in NYC and will reach their cap on reservations. This idea seems to have a lot of creativity involved with the menu, and I'm very excited to see what the pop-up looks like, and how they create these three courses!