When Pei Wei Asian Diner introduced the Caramel Chicken entrée, the Chinese food chain took advantage of the occasion to beef up its email database. Pei Wei, which is owned by P.F. Chang’s China Bistro, worked with email provider ExactTarget to create a multichannel campaign centered on email to help spread the word.
The effort included in-store signage, online ads and social media messages that invited consumers to sign up for Pei Wei’s email list for a buy-one, get-one free offer. To get the offer, consumers were asked....