Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Flaky friends, gotta love ‘em, are a menace to society. The missed reservations and leftover concert tickets alone can really build up over the years. If only there were some way to have a backup bestie available in the event of a last-minute cancellation. If only…
Anticipating a flaky friend’s last-minute change of plans is no small task, but Outback Steakhouse has taken up the challenge with “ReplaceMates.” Taking intel from a US survey stating that 72% of Americans have had friends call off plans in the past, “Replacemates” offers a stand-in pal in the form of a paid actor.
As part of the campaign by Mischief @ No Fixed Address, Outback is officially declaring May 8 to be “Mate’s Day,” dedicating the day to the act of being a good friend. This year, a limited edition commemorative pin for the inaugural event will be awarded to customers who dine at the Outback in celebration of the Mate’s Day. The design features a koala and a kangaroo happily shaking hands.
“Replacemates” is accompanied by a 36-second short, imagining what a dinner date with a method actor might look like. A narrator introduces us to Tess and Jane, two friends having a casual dinner at the Outback.
The narrator then explains that this actually isn’t Tess, but rather a paid method actor who stepped up when Tess flaked. While the actor playing Tess does her best navigating a night of improv and tries to stay in-character, Jane patiently fills in some blanks along the way.
