It all started as a joke. On April 1, 2024, Rainforest Cafe (RFC) and the Empire State Building (ESB) collaborated on a playful April Fool’s Day post, announcing the “World’s Highest Rainforest Cafe” atop the iconic New York landmark. The idea was meant to be fun, nostalgic, and engaging—a social media stunt designed to generate buzz. But what happened next was completely unexpected.
The post took off, going viral across platforms. Engagement skyrocketed, with millions of impressions, thousands of comments, and an influx of new followers. But alongside the excitement, disappointment also surged. Fans weren’t just amused—they were genuinely upset that the pop-up wasn’t real. The overwhelming response led RFC and ESB executives to reconsider: Could we actually make this happen?
What started as a digital prank quickly became a real-world business opportunity. By leveraging organic social listening, RFC and ESB saw the potential to turn online enthusiasm into a tangible experience. Just days after the post, the two brands met to explore the logistics. Over the next few months, planning accelerated, teaser content was rolled out, and anticipation built to a fever pitch. On September 18, 2024, the RFC x ESB Pop-Up was officially announced. Within eight days, 5,500 tickets were sold.
From October 3-6, the pop-up came to life on the 86th-floor observation deck of the Empire State Building. Visitors were greeted with classic Rainforest Cafe decor—animatronic animals, jungle-themed seating, and an exclusive menu. Limited-edition RFC x ESB merchandise flew off the shelves. Fans lined up for hours just to experience the once-in-a-lifetime collaboration. The event was such a sensation that operating hours were extended to accommodate demand.
A key driver of engagement was YouTube personality Ted Nivison, who had built a dedicated fan base by visiting every Rainforest Cafe in North America. His collaboration amplified visibility, with RFC’s posts featuring Ted outperforming 98.63% of their 2024 content. His “NYC Photo Dump” featuring the pop-up garnered nearly 100,000 likes, while RFC’s quote tweet of him amassed 361,000 impressions.
The activation wasn’t just a social media win—it was a financial success. The Empire State Building saw a 10.4% year-over-year increase in ticket sales for the observation deck. Over the pop-up weekend, 32,000 visitors came through, generating around $50k in revenue from retail and food sales alone. Rainforest Cafe’s social media saw explosive growth, gaining 43,000 new followers and accumulating over 100 million earned impressions, valued at over a million dollars.
The RFC x ESB pop-up wasn’t just a marketing campaign—it was a masterclass in organic social strategy. By listening to our audience, RFC and ESB transformed an internet joke into a cultural phenomenon, demonstrating the power of community-driven activations. The success of this event underscores a critical lesson for brands: social media is more than just a platform for engagement; it’s a catalyst for real-world revenue and unforgettable brand experiences.
The Rainforest Cafe x Empire State Building pop-up proved that when brands listen, engage, and act, they can turn fleeting moments into long-term impact—one viral post at a time.
