'Follow Us and We’ll Follow You'

Mellow Mushroom is a pizza place with a laid-back hippie mentality and a rather stoned-looking mushroom for a mascot. The chain has grown to 130 stores in over 100 US cities and the brand wanted to get more followers on Twitter. As part of their push to increase their social media presence, Mellow Mushroom told people "if you follow us, we’ll follow you". What they didn’t mention was that they'd be doing it in real life. For real. In the company’s creepy mushroom costumes. 

 

Adam & Dave at Arts & Sciences directed the hidden camera stalk-fest, following 20 real @mellowmushroom followers in a period of one week. By enlisting the followers’ friends and families as accomplices, 'Mel' and 'Dude' were in place and ready to trail them without their knowledge.

 

The promotion was launched on FollowMellow.com. Visitors can watch the videos, follow Mellow Mushroom on Twitter, Facebook and Pinterest, and enter to win free pizza for a year. Over the course of the next month, local Mellow Mushroom stores will surprise their new followers with pizza and t-shirts.