Recline-To-Dine With Auntie Anne’s®
How T3 used innovative storytelling and a high-tech chair to launch Auntie Anne’s mobile ordering and pretzel delivery platform.
Challenge
When the malls shut down due to shelter-in-place, people wanted snacks delivered more than ever. So Auntie Anne’s launched a seamless new pretzel ordering experience with contactless pretzel delivery. They wanted to stand out in a sea of delivery posts, so our challenge was to find a way for them to stand out in a sea of delivery posts and make food delivery seem like NEW news (especially during quarantine).Solution
To announce the mobile ordering experience, we came up with an idea that infused the mobile ordering tech with the ultimate at-home, pretzel eating experience. We called it: The Recline-To-Dine Chair. This real-life chair (that, yes, we actually built) orders pretzels with the pull of a lever. Upon reclining, the chair connects to Auntie Anne’s mobile ordering system to send pretzels right to where you’re sitting. The best part? The farther you kick back, the more pretzels you get to snack. To bring the Recline-To-Dine Chair into the digital space, we let real pretzel fans test it out, captured their reactions and created content that would get everyone craving Auntie Anne’s at home.Why It's Useful
Since the release of a mobile ordering platform isn’t exactly newsworthy, we had to wrap it in a dynamic campaign that was. The story of the Recline-To-Dine Chair was not only attention-grabbing, but generated loads of fun content that would keep fans coming back for more.Other Projects

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