Panda Express is shifting its work on Roblox and Fortnite from individual campaigns to an ongoing gaming marketing presence, according to an Oct. 5 announcement by Super League Enterprise and reporting by Marketing Dive. The effort was developed with The Many, Panda Express’s media agency of record.
The announcement cites an independent Nielsen study that found a 3 percentage point increase in brand awareness among exposed audiences. Marketing Dive reported that the study also found consideration rising from 64% to 67% and recommendation from 61% to 64%; the results were disclosed by the companies and the study was not separately published by Nielsen.
The program began with activations around cultural moments including Lunar New Year and expanded into persistent branded environments, content updates, creator integrations and media. Super League estimates that Roblox and Fortnite have more than 220 million monthly active players combined. That company-supplied figure describes platform reach and is not a deduplicated audience count.
