The document describes The New York City Sandwich Club, a group of sandwich enthusiasts that tweets the location of sandwiches for others to claim. Members must arrive at the tweeted location and say the secret password to receive the sandwich and membership. Representatives always give out sandwiches in pairs and are dressed for the occasion. New members have their photos taken to commemorate induction. The club concludes that giving people rewards like food is a great way to engage them, and keeping social media endeavors simple encourages participation.

1. The new york city sandwich club follow. find. feast.

2. (who doesn’t love sandwiches?) CONCEPT

3. make a sandwich STEP ONE:

4. tweet about it STEP TWO:

5. someone claims it, eats it, gets happy STEP THREE

6. (but we’re still the O.G.s) PRECEDENTS

7. shaquilleo’neil pioneered the art of twitter tag—arriving first at a certain location and receiving a prize SHAQ

8. (get a twitter) METHODOLOGY

9. Rules of the Club The New York City Sandwich Club is a high-class society of sandwich enthusiasts. As such, it employs certain rules and regulations. A representative announces that membership will be opening later that day. At the appointed time, the representatives will tweet their location and the secret password. The first person to arrive on location and say the password receives the sandwich and membership.

10. Rules of the Club The New York City Sandwich Club is a high-class society of sandwich enthusiasts. As such, it employs certain rules and regulations. Representatives always give out sandwiches in pairs Representatives are always dressed for the occasion New members have their photos taken to commemorate their induction Photos of the new members are tweeted

11. (otherwise known as “pulling a jake”) PROTOTYPES

12. ONE: Greg’s friend Katie

13. TWO: Melissa’s roomie Rachel

14. (the ones you didn’t learn from kindergarten) LIFE LESSONS

15. Project Conclusions Getting people to follow you on Twitter is super difficult. Engaging people on the street is less difficult. People are, for whatever reason, willing to take food from well-dressed strangers. Standing in the middle of a fountain is an awesome way to get tourist attention.

16. Life Conclusions You have to give people a reason to engage. Always have a reward. Food is a great one! Your participants want to put forth minimal effort, so don’t make your social media endeavors all that complicated for them. Business cards make everything more legit.

17. But the most important lesson… was how a suit can instantly make anyone look fly.