Panda Express Media Buying and Media Planning Case Study
Our goal was to increase brand popularity/educate consumers in markets less familiar with fast casual Asian cuisine. Introduce brand in new and emerging markets. Create national awareness in 27 DMAs.
How did we do it?
Surround sound strategy targeting diverse audience using TV; short form and traffic radio; OOH; welcome packets; online (display & video); yellow pages, magazine and sports sponsorships & endorsements. Incorporated enter-to-win sweepstakes – Trip to China
Fully executed multi market enter-to-win contest. Bonus TV schedules—including live on-air chef experience; radio spots and traffic sponsorships, sponsored helicopter traffic reports, feet on the street flyer distribution at station events, huge concert ticket give-a-ways (i.e., Shakira); VIP sporting events.
Where did we take them?
Increased brand favorability, over one hundred thousand contest entries (created data base from opt-in sign-ups); generated nationwide P/R buzz for Panda Restaurant Group. During our tenure, this client grew from 400 locations to over 850 in less than 5 years.