Pinkberry Frozen Yogurt

First Pinkberry Opens in GTA

PR, Media Relations & Social Media Campaign

Objectives & Goals:

  • Announce grand opening of first south western Ontario (or GTA) Pinkberry store at Square One Shopping Mall
  • Encourage excitement for brand and grand opening sampling event through experiential event (Karl Wolf concert, followed by meet and greet, and offer free small Pinkberry with toppings)
  • Cultivate media coverage in a cross-section of short and long lead media in local area to encourage grand opening attendance, and future store visits
  • Use social media engagement to reach consumer target market and create excitement for brand, and attendance at event
  • Use social media day of event to encourage consumer engagement – offer random on the spot prizes throughout the day (Apple iPods, iPads, Pinkberry Gift Cards)

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Results:

  • Media relations and social media used to support grand opening event featuring Mayor of Mississauga (current and past) and celebrities
  • Major outlets picked up news before grand opening (Toronto.com, BT, BNN, Huffington Post, etc…).
  • Social media campaign announced grand opening concert (Karl Wolf) and FREE Pinkberry which drew over 3,000 in attendance on grand opening day at each location! (3,000 x 2 stores)
  • Total Impressions:  10 million (1 month)
  • Total Ad Value: $250,000
  • ROI: 15X

Watch the grand opening celebration unfold:
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Look who showed up for the grand opening of Pinkberry:
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Watch the coverage:

Breakfast Television
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BNN
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Read more here:

Huffington Post

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blogTO

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Toronto.com

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Strategy

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