Last Call For Dumplings

Marketing resides at the intersection between the products or services a company offers, and the needs/desires of its customers.

While digital has offered us many more opportunities and “shiny objects” to reach and communicate with customers, the fundamental marketing skills and theories haven’t changed much. Learning to be strategic about how we apply these fundamentals will allow brands to remain fluid with change in the future. As new media tactics for reaching customers come and go – there will always be a new shiny object everyone is talking about.

In Paolo Matolla’s Digital Media Branding and Marketing course at the University of Washington, my group Lumina Strategies came up with with the “Last Call for Dumplings” marketing campaign for Din Tai Fung to capitalize on the change of social habits seen in young professionals by becoming THE late night spot to hang out at.