On April Fools' Day, the Empire State Building made waves with a clever joke announcing the transformation of its iconic 86th-floor observatory into a Rainforest Cafe. The announcement, complete with vibrant jungle-themed visuals and promises of animatronic animals under a lush canopy, left audiences both amused and intrigued. While it was initially presented as a prank, the overwhelming enthusiasm led to a surprise Rainforest Cafe-themed pop-up event.
The pop-up recreated elements teased in the joke, featuring themed decor, rainforest-inspired snacks, and interactive experiences like a mini jungle photo booth. Beyond entertainment, the initiative served as an innovative marketing strategy to engage the public, boost foot traffic to the Empire State Building, and generate considerable buzz across social media platforms. It also offered nostalgic appeal to those who fondly remembered the Rainforest Cafe while linking the building to playful, family-friendly experiences.
The goals were twofold. First, it aimed to build positive brand association by engaging audiences with humor and creativity. Second, the pop-up event encouraged in-person visits, presenting the Empire State Building as more than an iconic landmark—it’s also a hub for unique and memorable experiences. This fusion of a lighthearted prank and real-world engagement showcased how even a celebrated icon could adapt with a playful twist.
To boost brand awareness, April Fool’s presented the perfect opportunity to engage new audiences with a bold and unconventional concept. Inspired by an idea from one of our social team members, we quickly enlisted our graphic designers to bring the hypothetical Rainforest Cafe restaurant to life. Launched on the morning of April 1st, the unexpected partnership quickly went viral, generating thousands of calls inquiring about the World’s Tallest Rainforest Cafe.
Following the success of the joke, the two brands met to explore how to turn the buzz into something more. The decision was made to host an exclusive pop-up event on the Empire State Building’s 86th floor, replicating the fictional restaurant.
We teased the pop-up through a series of posts across Instagram, Facebook, Twitter, and TikTok, featuring Rainforest Café’s mascot, Cha!Cha!, at the ESB. The event featured limited-edition Rainforest Café x ESB merchandise and a curated menu of the restaurant’s most popular dishes, bringing the playful collaboration to life for fans and visitors.
The World’s Tallest Rainforest Cafe at the Empire State Building drove 299k users to the ESB website and sold 23.5k tickets. The viral joke and pop up in total earned 43.43M impressions, 14.35M users reached, and 5,151 total mentions on social media. Additionally, the collaboration earned 1.78B total media impressions, $3.3M advertising value equivalency, and 87 media placements.
