SHANGHAI: President Noodles has appointed Groove Street to develop a mini-website that builds on the company's sponsorship of the Asian Cup football tournament with a contest.
The website - www.fangbianmian.com - is set to launch its second phase, which will feature Taiwanese celebrity Jay Zhou.
"The website address is Chinese for 'instant noodles'," said Groove Street director of clients services Kenny Jiang. "So it is category ownership.
If you do research on its competitors, no one is really doing anything on internet and noodles."
Groove Street will also buy online media, and begin an email marketing campaign using its SmartClub consumer list.
Groove Street won the business by beating two large local agencies in a formal pitch. President's offline creative work is handled by McCann-Erickson, and its TV campaigns are also set to feature on the website.