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Sit down lads while I tell you a story of epic proportions...
New York City is being flooded by "speakeasy" themed bars. They are all secret, and require you to be the coolest guy in the world to get in. We had the idea of creating our own club, except, you know...a fake one. As a social experiment we set up a website for a club called "El Bano" which supposedly is a club that is located in the bathroom of a mexican deli. The story goes that you enter the bathroom and go into a specific stall. There will be a bouncer in that stall who will see if you're cool to get in. Once he approves he'll flush the toilet and the wall will swing open, revealing an EXCLUUUUUSIVE party.
"I promise to only bring along one absolute stunner of a girl for each visit. In addition to all of that, I will tip like it's my last day on earth." - Actual Text from one of the many emails we still receive.
We launched the site and sent it to one nightlife blog. We posted job listings for back and front-of-house staff. Before we knew it, we were absolutely flooded with emails from people dying to get in. It was covered everywhere from NY Magazine to Gawker. We got requests from Gucci to throw a fashion week party at El Bano. The entire city was dying to get into this club. The only way to find the secret location was to go on an online scavenger hunt that started at our website. We even sent rolls of toilet paper to media outlets to get them to cover the story. 
No one could find the club so people were getting suspicous that it could be a fake. We decided the best way to remedy this was to create a parody of our site. No one would make a parody of a club that didn't exist, right? El Evator was born.
We could talk all day about this project and what we learned about social media, PR, and seeding viral content. Check the site out for yourself. Better yet, hire us to do this for you!