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)

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