To embody this, we created an interactive digital radio spot, where listeners can mix things up to create multiple stories of their own, the same way they do when they build their own bowl at the restaurant.

We thoroughly crafted two different scripts to perfectly match at any point, almost syllable by syllable, then recorded them on separate tracks. One story follows an imaginative child pretending to be an astronaut and the other recounts the story of a man going on a first date. Listeners can seamlessly switch between their left and right headphones at any time to mix the two stories and create their own different stories every time.

Although the spot “Choices” just launched and is still on air, we’ve seen an increase of almost 16% in sales in Houston locations, compared with sales during the same time period in previous years. We’ve been able to bring the brand experience straight to local consumers, promoting engagement with the brand, pushing top-of-mind awareness, and clearly connecting our listeners with Genghis Grill’s number-one selling point: customization.