Restaurant chain East Side Mario's has begun a national contest promotion called "Budda Boom Budda Ching." This is the third year the company has undertaken this promotion, which will give away $10 million in instant prizes, including 100 vacation packages to Universal Orlando Resort in Florida. The contest, which will run until March 25, is being supported with television, radio, in-store, email and online advertising, developed by Endeavour Marketing. Media planning and buying was handled by Ron Christie. "Budda Boom Budda Ching is a fun, family friendly promotion that supports East Side Mario's commitment to bring value to our customers," said John Verdon, the company's vice-president of marketing. "It's a great way to add some excitement in our restaurants as we kick off the new year."