Roaming Hunger

National Marketing Tour

Nissin Chow Mein

Full-Scale Pop-Up Ramen Restaurant

You’d never think instant Chinese noodles from your cupboard could taste like a gourmet dish whipped up by a chef. But that’s exactly what RMNG and Nissin Chow Mein set out to prove during an experiential marketing tour that visited 13 states over four months.

The pop up marketing tour kicked off in Santa Monica at Bodega Wine Bar where waiters served a menu that offered only Nissin Chow Mein. At the end of the meal, the diners were invited to meet the chef in the kitchen. But instead of a chef, they were surprised with rows of microwaves and Nissin Chow Mein bowls. We filmed their reactions for a thirty-second ad spot to further extend the ROI of the overall experiential marketing tour.

To help the patrons savor the flavor of Nissin Chow Mein, we sent them off with samples of all the chow mein flavors and a fortune cookie with a trackable coupon inside.

From there, our custom promotional vehicles headed out to the 12 other cities, handing out free samples of the instant chow mein in high traffic locations at events like food festivals and parades, across the country.

As buzz for the experiential marketing tour grew, we launched a social component, inviting fans to vote on where the truck should go next via posts using our branded hashtag #bringmechowmein.