Auntie Anne’s is delivering its heaven-scent experience with the game changing “Recline-to-Dine” chair, a one-of-a-kind, limited-edition recliner that places pretzel delivery orders with the pull of a lever. The chair and accompanying social campaign were created by innovation agency T3, a Material Company to announce the brand’s new mobile ordering platform.
T3 and Auntie Anne’s breakthrough in snacking technology connects to the brand’s mobile ordering system and places a delivery order once the chair’s lever is pulled. To ensure that the chair knows how far you’ve reclined, and subsequently how many pretzels to order, T3 equipped it with a small Raspberry Pi computer that communicates with motion sensors along the chair base and footrest and is set to detect three recline positions. Each crank orders a different size pretzel package. 1. Primetime Pretzels (2 Pretzel Nugget cups, 2 dips and 2 drinks) 2. Nuggets and Chill (1 Pretzel Nugget Bucket, 4 dips and 4 drinks) 3. Bingemode Buckets (2 pretzel nugget buckets, 6 dips and 6 drinks).
The chair is meant to mimic and showcase the efficient delivery experience available in the Pretzel Perks app and AuntieAnnes.com. The social media campaign shows pretzel fans of all ages testing out the chair earlier this year and giving it (and the pretzels) rave reviews.
Experiential advertisement created by T3, United States for Auntie Anne’s, within the category: Food.
Creative Director: Bonnie Rohan
Art Director: Kerrie Heckel
Copywriter: Zoe Nelson
Video Director: Chris McInroy
Sr. Motion Graphics Designer: John LaPrime
Associate Technical Architect: Michael Bucklin
Sr. Developer: Manoj Thomas
API Developer: A.J. Hebert
Sr. Developer: Anthony Alvarado
DevOps Engineer: David Raminiak
Director of T3 Labs: Brandon Gredler
Innovation Engineer: Carlton Rice
Production Operations Manager: Ali Peace
Program Manager: Jane Lowe
Program Director: Allyson Mays
Account Director: Jenny Kornuta