Steakhouse goers are a unique bunch – once they reach a certain age, they pick one and settle down, rarely deviating from their establishment of choice. In order to accelerate this behavior, Smith & Wollensky rewarded patrons who were willing to take a pledge of allegiance to the restaurant with the utmost piece of flattery: the restaurant would take on their name. Every 30 days for an entire month, the restaurant renamed itself after a patron. We changed everything – the signs out front, the matchbooks, the waiters’ jackets, even the names on the knives. You can read more about it here in the Times.
The Smith & Wollensky “Name Change” campaign received a 2013 North American Effie Award.