EXPERIENTIAL
Shin Ramyun hot cup noodles in the snow,
Bringing flavors to California’s slopes for two weekends with music & tastings!
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Nongshim Tasting Weekends at Mountain High Resort
Background
With a thorough understanding of my clients’ needs, I recognized a unique opportunity to drive revenue for both Nongshim and Mountain High Resorts. Nongshim, a renowned food company targeting the general market, and Mountain High Resorts, a premier skiing & snowboarding destination just 1.5hrs from LA, looking to grow visitors from the Asian communities of LA, offered the ideal partnership. Mountain High’s proximity to LA, coupled with the warm soup of Shin Ramyun presented the perfect backdrop for a collaborative event.
Challenge
The primary challenge was to leverage this partnership and create a memorable experience for the visitors. It would generate new revenue for both parties and also draw more Asian community members to the slopes, and also expose those that are unaware of Nongshim products to their top products in-real time.
Solution
To create such an event, I devised a comprehensive strategy for the weekends that would bring together both of the brands and consumers.
I proposed this Nongshim Tasting Weekends event for the snowiest weekend in February, then March. This concept capitalized on the need for warmth and a bit of comfort that winter sports enthusiasts seek during and after a day on the slopes, making Shin Ramyun the perfect product for the slopes.
Both brands were enthusiastic about the idea.
I spearheaded a collaborative planning of the program with Nongshim; to bring their products & promotional materials, and with Mountain High, to have their team members assist with set-up, Yeti visits, and more.
To boost engagement, I set up a promotional booth with banners to encourage attendees to follow and like posts of Nongshim on Instagram, for a complimentary cup of noodles, not just a taster cup. I also hired a DJ for added entertainment for the day.
At the event, we placed the tasting booth next to the DJ stage, right by the bar to create smooth flow of traffic and encourage interactions.
Ambassadors were hired to assist with the promotions & guidance for questions on where to purchase more Nongshim products.
Results
Both weekends of the tastings yielded remarkable results. Choosing one of the snowiest days of the season, the event drew approximately 3,000 visitors, exceeding expectations.
Nongshim’s Instagram following experienced an additional 1,500 followers throughout the weekends. Due to the overwhelming response, we ran out of samples on both weekends. The first weekend created enough buzz and noise to bring more foot traffic for the second weekend, which many returning visitors mentioned to us.
The event not only created and boosted brand awareness but also resulted in revenue growth for all parties involved.
