The Museum of Food and Drink was originally an innovative non-profit organization with a plan for a museum. It had a team that included he most exciting, forward-thinking food scientists, chefs, and thought leaders in the food industry. With Infiniti’s desire to join this conversation, the idea became clear: We would concept and produce a 360-degree digital and physical campaign for Infiniti that gave MOFAD it the necessary legs to launch its first exhibition and to subsequently reach a national audience. Powered by Infiniti, this would amount to a significant cultural moment in the food world. The concept would extend from an integrated digital program, to high-end, ticketed dining, event and interactive experiences, to out-of-home promotion.

This first-of-its-kind partnership would solidify Infiniti as an innovative, forward-thinking brand and ultimately set the tone for how auto brands approach unconventional partnerships and prove that they are successful.

We got the program off the ground in just two months, with the full-scale museum and virtual car experience opening to the public just one month later. In September, we launched a fully custom, digital sub-vertical of Eater and a three-part animated series teasing the opening of MOFAD Lab. We also kicked off our national dining series and sold out three MOFAD-inspired events before the Lab’s doors even opened. In October, we launched our full editorial program, continued our dining series, opened the museum with a unique gala, commissioned a large-scale mural, and got visitors inside the Infiniti Q50 featured in the museum.

Ultimately, we produced more than 60 pieces of original content, engaged 30 notable chefs, sold out 10 epicurean events (bringing in more than 300 people, each with $50 tickets), and developed and implemented a first-of-its-kind, VR experience inside an Infiniti Q50.

Throughout the campaign, the Infiniti-powered MOFAD museum admitted 10,000+ paying visitors, 60% of whom sat inside the Infiniti Q50 to engage with exclusive our virtual reality food experience. Every seat at every public, ticketed event was sold out, and survey results demonstrated exceptional brand lift: 86% of car-purchase-intenders expressed affinity for Infiniti — up 8% after experiencing the program; we saw a 5% increase of purchase consideration among young people with annual household incomes of $75K+; and Infiniti brand perception improved among 55% of MOFAD visitors.

The program garnered an estimated 77.7MM impressions through digital, social, experiential, and PR outlets. Online, there were 2.5MM on-platform content views (2.5X higher than the goal), with 21% of this content outperforming Eater’s own editorial content in time spent. Further, the program generated 63MM social media impressions and 14MM+ PR impressions from more than 50 top publications, including a New York Times exclusive.