Reach our target where they live or work, and when they’re less distracted. Surprise and delight them. Give them a story to share.

Strategy #1: Turn fortune cookies into media. Deliver 1m fortune cookies to Chinese restaurants in LA during the week of the new Shanghai service launch, each featuring our message and a promotion code for a chance to instantly win frequent flyer miles online.Strategy #2: Celebrate the launch with performance art.Surprise people in downtown LA during their lunch hour. Stage an outburst of music, dance and celebration. Capture it on video, seed and share it.

More than 100,000 fortune cookie promotion participants; over 50,000 YouTube video views in the first week. Over 100 media placements, including coverage on trend-watching website psfk.com.