Direct mail is usually a boring letter, leaflet that appears with your post which ends up in a draw or the bin, because it isn't that appealing or eye catching.
Existing Yo Sushi Campaigns
Yo Sushi are using the credit crunch for there current campaign and got a variety of offers on; 2 for 1 on cocktails, 25% off for students etc.
There also doing a 'win a £1000' for just giving them feedback on your meal online.
Staying with the 3D paper theme ( pyramid menus) i thinking of creating a direct mail campaign that you can interact with. Im going to adapt the paper number game or fortune teller. Also as my target audience are tourists, Im thinking of placing these either on the plane or in the hotel welcome packs.
With the design its just a square piece of paper that has a series of folds. The numbers 1 -4 always stay the same but underneath the number flaps can be anything. I originally had text in the place of the coloured plates, saying sorry try again and one saying won free starter but i decided that the coloured plates like on the menu looks a lot more clean and it keeps continuity throughout the designs.
So in theory pick a number, lift the flap, get a empty plate no free meal or get a plate with something on it you get it free, when you come into Yo Sushi Egypt.