PayPal: Dine Without the Line
When you’re at a music festival, the last place you want to be is stuck waiting in line for food. To connect with festival-goers and show off the convenience of mobile payments, PayPal launched the “Dine Without the Line” campaign—an experiential B2C activation that gave fans a VIP experience if they downloaded and used the PayPal app to purchase food and drinks.
As a Senior Copywriter at Factory 360, I not only wrote the campaign copy but also brainstormed and shaped the creative direction for the concept that became the centerpiece of PayPal’s festival marketing push.
The Challenge
PayPal needed a way to cut through the noise at crowded events and prove the real-world benefits of mobile payments. The campaign had to:
- Create instant, tangible value for consumers.
- Incentivize downloads and transactions through the PayPal app.
- Deliver a memorable experience that tied convenience directly to the brand.
My Role
- Pitched and refined the concept of letting PayPal users skip food lines and access designated VIP dining sections.
- Wrote all campaign copy, from onsite signage to app messaging.
- Shaped the experiential storytelling, ensuring the campaign felt fun, rewarding, and seamlessly integrated with PayPal’s brand voice.
The Outcome
“Dine Without the Line” became a festival favorite, driving thousands of downloads and transactions while delivering a lasting impression of PayPal as a brand that makes life easier. It successfully:
- Increased PayPal app adoption among young, mobile-first consumers.
- Turned a common frustration (long food lines) into a branded solution.
- Strengthened PayPal’s reputation as a convenient, consumer-first payment platform.
