---
title: "Good Fortune Scratcher: Lunar New Year Game"
url: https://stacklist.com/card/a2455723-7649-4886-bd3f-39a147ccd82a
source_url: "https://themany.com/projects/good-fortune-scratcher"
stack: https://stacklist.com/c/business/stack/9264d1ed-04a3-4cc4-b89e-89ab999387b6
summary: "Good Fortune Scratcher is a Lunar New Year gamification campaign by Panda Express that uses a web-based lottery scratcher game to educate guests about the holiday while driving sales. The six-week campaign achieved 500K+ redemption codes redeemed and 10x year-over-year sales growth."
tags: "lunar-new-year, gamification, scratcher-game, panda-express, social-campaign, experiential-marketing, brand-activation"
key_entities: "Panda Express (organization), Lunar New Year (event), TikTok (technology), Meta (technology), gamification (concept), scratcher-game (concept)"
classification: "analysis"
content_hash: "sha256:110e02f8c4da3fb1922192d79eb5a3c73d6097ad8bdef7de4f3f11c68d2e5db2"
acp_version: "0.2"
token_counts_approximate: 663
visibility: public
agent_accessible: true
status: "final"
---

# Good Fortune Scratcher: Lunar New Year Game

Inviting millions to experience the good fortune of Lunar New Year with Panda Express. Services Brand & Creative Strategy Social & Content Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Breakthrough Experiential Outputs Campaign Creative TikTok/Reels/Shorts Meta Content Creator Collaboration Social Activations Organic Social Community Management Impact 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 led to 500K coupon code redemptions and yielded 10x growth in year-over-year sales. YoY Growth x Coupon Codes Redeemed K Have a similar project in mind? We’d love to talk about it. Contact Information Name* Email* Phone* Subject* Select an option... Project Details Message* Solutions of Interest Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Creator Content Branded IP & Programming Media Execution & Reporting Breakthrough Experiential Submit Inquiry