Joe’s is more than seafood. It’s a whole coastal vibe—leaning back on a patio, shades on, cocktail in hand, as you hit food on the head with a hammer. So we took that energy and channeled it into popup coasts, complete with their own mini crab shack, ferris wheel, and boardwalk featuring Crack-a-Crab!

To start cracking, players scanned a QR and connected their preferred app with a simple OAuth swipe—granting us first-party data for future follow-up.

The spectacle of gameplay and generous dispensation of tickets drew attention. Crowds gathered, phones came out, and the challenge spread organically across social media.

As soon as the game ended, the machine fired off an 8-bit victory anthem, pushing a digital hand-off back to the player's smartphone. 

With an exclusive beach party and potential for a tropical trip on the line, it wasn’t long before the first wave of Smash Reels hit social feeds.

We announced winning reels at the end of the first week, then dialed up the FOMO with a series of targeted countdown posts.

After three weeks letting the excitement boil over, the lid finally popped off—in an epic, ‘grammable evening of feasting and fun.