On Monday, May 27th, 2013, Branding & Buzzing gathered 6 Media Influencers for an evening of VIP access and a behind the scenes look at the second location of one of Toronto’s hottest restaurants, Matt Dean Pettit’s Rock Lobster, 538 Queen Street West location.



Dubbed UnderConstructionTO this social media event broke the traditional boundaries of a  restaurant launch by allowing a select few members of the media to not only have an exclusive sneak peek weeks before the Rock Lobster opening, but also treated them to a tasting flight from the new location.

Branding & Buzzing partnered with brands and created a gift basket, which was given away to one lucky Influencer at the end of the evening;  Rock Lobster, Tourism Toronto (Plan It Toronto), Dine Alone Records, Random House Canada, Samuel Adams Beer, Branding & Buzzing, Neal Brothers, Tequila Tromba.  By bringing these brands together, the experience of the event was enhanced through the online conversation and sharing of the influencers in attendance, as well as by the brands themselves.


While the 6 Media Influencers were exposed to what a restaurant looks like and tastes like, before its doors officially open, Branding & Buzzing designed a contest where each influencer had to reach out to their online community using the unique hashtag that we created, “#UnderConstruction”, to help them win.  This is a great example of how in-the-moment and real life experiences can be amplified during a Social Media event.


#UnderConstructionTO was a Social Media Influencer event success for its brand partnerships, built up the conversation and its exclusivity created urgency to share.

Our client was rewarded with the following media pickups; Toro Magazine, Acquired Taste, Post City, NotableCA, TChad Quarterly and Toronto Is Awesome.