I Got Late at
Applebee’s
“Get Late” positions Applebee’s as the ultimate late-night hangout for Gen Z, combining Half-Priced Appetizers with shareable social content, limited-edition merch, and experiences that turn casual nights out into memorable moments.
Social Campaign • strategy • ART DIRECTION • DESIGN • MERCH
MERCH DROP
🔥
MERCH DROP 🔥
Our followers asked, and we delivered: Applebee’s first official merch to drive in-store traffic.
Here’s the twist: the merch is available exclusively through geofenced website access, allowing purchases only while dining inside Applebee’s via QR codes on table toppers. To boost engagement, we launched a social media sweepstakes where guests can post photos at Applebee’s with #GetLate for a chance to win free merch.
Merch Featured - hats, t-shirts, temporary tattoos
Gen Z wants to see themselves
Social listening revealed that photos of everyday people drive 35% more engagement, and with 63% of Gen Z favoring authenticity over celebrities, we brought “Get Late” to life with hangout photos at Applebee’s. These candid moments, paired with micro-influencers, powered organic content all summer and beyond.
Orgainc Social
Agency - Grey Group
Executive Creative Director - Lance Perrish
Associate Creative Director (Art) - Megan Dreisbach
Associate Creative Director (Copy) - Eileen Mathews
Designer - Annie Nirschel