Inviting millions to experience the good fortune of Lunar New Year with Panda Express.
- Brand & Creative Strategy
- Social & Content Strategy
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
- Experiential Activations
- Campaign Creative
- Meta Content
- Creator Collaboration
- Social Activations
- Organic Social
- Community Management
- 10M Increase in Family Meal Sales
- 10x Sales Growth YoY
- 500K+ Redemption Codes Redeemed
A Unique and Authentic Opportunity
Panda Express has a unique and authentic opportunity based on their heritage to celebrate Lunar New Year with their guests. Despite this opportunity, the vast majority of Panda Express guests are unfamiliar with the holiday, so our challenge was to get them to learn about the Lunar New Year holiday and participate in the receiving of good fortune.
Using What's Familiar to Teach Something New
Leverage a familiar game of good luck and fortune to invite Panda Express guests - regardless of their knowledge of Lunar New Year - to want to experience the holiday.
Gamifying Good Fortune and Education
We developed a Lunar New Year lottery scratcher game - a universal experience that gamifies good fortune and education around the holiday. This web-based experience had unique games and prizes for each of the six weeks the campaign ran, and was supported with both owned-channel support, including CRM, web and in-store assets as well as minimal paid media.
Half a Million Redemptions: Proved We Ain't Playing...But Everyone Else Was
During the campaign's six-week window, Panda Express engaged hundreds of thousands of fans all across the country to play and receive good fortune in the form of traditional “lucky” dishes and prizes that educated around the customs, icons and themes of the holiday. Over a half a million redemption codes were redeemed through the activation, inviting that many more families to connect around the table with good food and good fortune. The connection to the brand yielded a 10M increase in family meal sales, a 10x growth year-over-year in sales attributed specifically to this campaign.
Family Meal Sales
Coupon Codes Redeemed