To break through the clutter of TV series advertising and to generate buzz and awareness for season 2 of The Marvelous Mrs. Maisel, Prime Video and the agency opened a pop-up replica of New York City’s beloved, formerly-closed Carnegie Deli to bring a Maisel-inspired “50’s era” delicatessen to life. Fans of the show, as well as former Carnegie Deli patrons and the people of NYC, were able to experience a slice of 1958 New York through this pop-up restaurant styled in The Marvelous Mrs. Maisel’s retro aesthetic.

The Marvelous Mrs. Maisel explores the world of up-and-coming comedienne Midge Maisel in 1950s NYC. Food and identity are intertwined in the show, with Midge’s brisket playing a central role in her relationship with her manager Susie and several NYC delis being regular meetup spots for the two. The Carnegie Deli was a beloved NYC institution that shuttered in 2016 after 79 years in operation. It was known as a regular hangout for comedians and one of the highest honors of comedy was considered having a Carnegie sandwich named after you. The creative idea was to re-open the Carnegie Deli and transport visitors to the era of the show while featuring the debut of two sandwiches named after the show’s heroines, Midge Maisel and Susie.

This experience was intended to connect with NYC and achieve cultural relevance by marrying The Marvelous Mrs. Maisel with the iconic Carnegie Deli to create an entertainment marketing experience that was talked about throughout NYC and in global press. We did this without any kind of paid media, and instead relied solely on earned media. The experience hit a cultural note, appealing to fans of the show as well as resonating with New Yorkers, worldwide press, and on social media.

To reach our target audience and prospective new fans of the show, we created a legitimate, fully operational retail experience that was a brand partnership with Carnegie Deli. We paid homage to the series with authentic, period-accurate details while also creating a memorable restaurant experience where people dined and learned more about the series -- a completely reimagined Carnegie Deli that met the spirit of The Marvelous Mrs. Maisel.

The experience ran from November 29 through December 8, 2018. To allude to season 2’s rise-to-stardom theme and the overarching theme of food, we integrated a signature ‘Midge Maisel’ sandwich in the deli’s menu (Carnegie Deli was well known for naming sandwiches after up-and-coming celebrities). To bring Midge’s world to life for series fans, we cast actors to play the employees, complete with period-appropriate wardrobe. The pop-up was optimized to be shared on social media and reported on by press (online and print).

We collaborated with the show’s Production team and a photographer from the original Carnegie Deli to place selected photographs back in the deli’s Wall of Fame, then mixed these photos with stylized photos from the world of Mrs. Maisel. Once inside the restaurant, visitors could dine on two special sandwiches (named after the show’s main characters), cheesecake, black and white cookies, and knishes.

-3.04 billion impressions

-70.3 million in social outreach

-11,000 New Yorkers served

-8,556 people on the pop-up wait list

-Activation raised $20,000 for the Lower East Side Girls Club

The activation was covered in over 250 press hits, including AdAge, Adweek, the New York Times, Eater, New York Daily News, The TODAY Show, Buzzfeed, Vogue, the Daily Mail, France 24, and Reuters.