Sometimes brand activations create a lot of “wow” factor. Other times confusion. Sometimes there is confusion mixed with “wow” and you know that you’re being given a rare experience. Over Halloween weekend in Sydney, Toshiba partnered with Intel to deliver a free event that had crowds lined up around the block. Taking over District 01 on a Laneway in Surry Hills, a pop up “Japanese Sushi Rollercoaster” arrived to give Sydneysiders free sushi and a one-of-a-kind experience.
The activation was for Toshiba’s new range of tablet and 2-in-1 devices, powered by Intel. Greeted by a traditional Japanese “geishas” (and a sushi chef), on arrival you are taken to a communal table where each pair of seats are provided with a tablet, through which you’re able to order one of four traditional dishes.
Japanese drinks were also provided to whet your appetite further…
After we ordered and a very short wait, our meals arrived on a custom build rollercoaster track, off which the staff removed it and presented it for your culinary pleasure.
As you can imagine, we came for the experience, rather than the food – so this wasn’t anything mindblowing – but the choices proved a great treat all the same. The Maki Roll, pictured below, was a standard selection and seemed popular amongst guests. Though we also tried the Salmon Soba which was definitely the pick of the dishes, with some beautiful salmon sashimi, accompanied by a cold soba salad.
And if you’re wondering what the sushi chef was up to at the front of the venue – he was busy preparing snacks for those waiting in the queues outside. What a guy!
Here’s some video of the event in action:
