Blake Marquis | Jan. 18 2022
Panda Express, the largest family-owned and operated Asian dining concept in the U.S., introduces the Good Fortune Arcade, a unique online 8-bit game developed for guests to interact with the rich traditions of Lunar New Year and created in partnership with The Many. Available now through Feb. 15, 2022, guests can visit PandaLNY.com to play the Good Fortune Arcade and learn more about the origin story and food symbolism of Lunar New Year, while also receiving exclusive online offers at each level of the game. As part of its annual tradition, Panda is also bringing back in-store lucky red envelopes on the celebration day of Feb. 1, 2022, gifting guests with a limited time Family Meal promotion to share delicious food and good fortune with their family and friends.
“Every year, we look forward to celebrating Lunar New Year with our guests, as this holiday universally signifies the importance of family and togetherness—the key values that also define us as a family-owned American Chinese restaurant,” said Andrea Cherng, Chief Brand Officer, Panda Express. “We are in a unique position to share culture and traditions through timeless and innovative experiences that both new and existing Lunar New Year celebrants can enjoy. With the Good Fortune Arcade, our goal is to create an authentic and inclusive way to bring people together over good fun and good food.”
A Cultural Experience Through Gaming
The Good Fortune Arcade aims to evoke a sense of nostalgia while introducing a modern way of telling the Lunar New Year story. It consists of four levels, and players are tasked with catching the legendary monster behind the holiday’s origin, Nian, who has stolen their lucky foods. In each level, players will work to collect these lucky dishes, while dodging obstacles along the way. After each completed level, players will unlock a fortune card containing a discount code for online ordering only on PandaExpress.com or the Panda Express app through Feb. 28, 2022.
Red Envelope Tradition for Good Luck
For nearly 40 years, Panda has invited guests to celebrate Lunar New Year with loved ones through good food and good fortune. Continuing a beloved tradition, Panda Express locations nationwide will be handing out over one million red envelopes on Feb. 1, 2022 only, with a coupon for $5 off a Family Meal* and a free 22 oz. Fountain Drink**, as well as a collectible fortune card inspired by Panda’s signature lucky dishes. Panda’s customizable Family Meal helps guests come together to experience their own combination of Lunar New Year dishes and personal favorites. From Orange Chicken (orange for prosperity) to Honey Walnut Shrimp (representing happiness), Chow Mein (symbolizing longevity) and Egg Rolls (resembling wealth), there are countless options sure to make everyone happy.
Lunar New Year Youth Program for Digital Learning
As digital learning continues to be essential for educators and parents nationwide, Panda has made cultural learning easier and fun through its free interactive online program — Let’s Explore!: Lunar New Year – giving educators and parents the interactive tools they need to spark cultural curiosity in students. As a part of this curriculum, Panda introduces a new role-playing game (RPG) that teaches the different traditions practiced during the 15-day holiday. Educational institutions that have signed up their classrooms for Let’s Explore! Lunar New Year will receive limited-edition booklets full of Panda offers, stickers and other fun activities. To date, more than 180,000 students will be experiencing the magic and joy of Lunar New Year through this community resource from Panda.
For more information on Panda Express and its Lunar New Year campaign, visit pandaexpress.com.
Catch the news on AgencySpy, Campaign, ChewBoom, MediaPost and Thrillist. Plus, check out the Good Fortune Arcade game on the jumbotron of a recent Brooklyn Nets game.
CREDITS
Client: Panda Express
Chief Marketing Officer, Andrea Cherng
Executive Director of Marketing, Kevin Holmes
Brand Marketing Manager, Jenny Lim-Lai
Associate Marketing Manager, Kyle Nishi
Community and Digital Marketing Manager, Sisi Zhang
PR & Communications Associate Manager, Emily Jitsumasa
Agency: The Many
Group Brand Director, Kylie Wu
Brand Supervisor, Allie Plantery
Group Strategy Director, Ashleigh Edwards
Senior Social Strategist, Regina Maziarz
Senior Integrated Producer, Brooke Horne
Associate Director of Project Management, Svetlana Kornilova
Group Creative Director, Josh Paialii
Associate Creative Director, Amy Matheu
Associate Creative Director, Jacque Vavroch
Senior Copywriter, Evan Chiplock
Senior Art Director, Cameron Bell
Art Director, Harper Biewen
Copywriter, Bryce Pangman
Director of Design, Jorge Andrade
Associate Design Director, Amy Woo
Designer, John Duch
Production Company: VTProDesign
Creative Director, Adam Amaral
Creative Producer, Melanie Kassis
Sound Design, Clay Schmitt
Pixel Art, Mykola Dosenko
Pixel Art, Romain Courtois
Level Design/Developer, Roberto Meza
Developer, Chris DelGuercio
Agency: Pal 8
Media Buyer, Karrmen Tshing
Media Buyer, Thomas Campana
Agency: Havas Formula
Senior Vice President, Brandy Stone-Butler
Associate Vice President, Chloe Zuanich
Senior Account Supervisor, Britania Weinstein
Agency: Sonnenberg Creative Group
Founder/President, Dave Sonnenberg