Social case study: Lays expands ‘Do Us A Flavour’ into year-long social media campaign

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Lay’s is running a second campaign for its crowdsourced “Do Us A Flavour” ads, this time incorporating Instagram and Twitter, as Pepsico’s crisp brand looks to boost its reach on smartphones and tablets.

Watch this case study from last year’s US campaign:

Brand: Lays/ Walkers/ PepsiCo | Sector: FMCG, Food | Country: US and UK | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, social, Mobile

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The Lay’s “Do Us A Flavor” campaign is primarily accessible through the campaign microsite which is optimized for both mobile and desktop devices.

The brand is also running the campaign across other territories, including its Walker’s brand in the UK.

The microsite lets consumers type in their flavour ideas or take a short quiz about their food preferences to create the perfect chip flavour.

The competition this year has also been expanded to include three types of chips – original, kettle cooked and wavy.

“To gain scale and broaden the program’s reach, the ‘Do Us A Flavour’ program extends beyond Facebook this year,” said Chris Kuechenmeister, senior director of public relations at PepsiCo.’s Frito-Lay, Plano, TX.

“New in 2014, the program will be housed on www.DoUsAFlavor.com and will also leverage other social channels – all available via their mobile devices,” he said.

Last year’s entries from the US included flavours such as "grandma's secret sauce" to "a favourite restaurant dish."

The US campaign also includes a partnership with entertainer Wayne Brady, who will celebrate contest submissions in real-time on launch day through the creation of flavour-inspired digital content.

Brady who became well-known for his improvisational talent on TV's "Whose Line Is It Anyway?" put his skills to the test by selecting consumer flavour ideas that are submitted to DoUsAFlavor.com and then shared on Twitter, and turning those submissions into comedic sketches and musical videos that will be shared through www.twitter.com/lays.

"Food and flavor are such a natural passion point for people – when you think about it, everyone has a story to tell about a great meal or the first time they tried their favorite dish," said Brady. "The hope is that by having some fun and celebrating these unique flavors, we'll help inspire even more delicious flavor ideas for America's consideration."

Watch a sample of Brady's session here:

Now through April 5, 2014, US fans can submit their flavor suggestions onwww.dousaflavor.com , through Twitter (follow @Lays for details), onwww.YouTube.com/Lays , through the Lay's Facebook Page or by using their cell phone to text FLAVOR to CHIPS (24477).

To submit, fans will be asked to provide their name, flavour name, up to three ingredients, the chip style and a 140-character description or inspiration for their flavour.

"Even though we could only pick one grand prize winner last year, the millions of delicious ideas submitted by fans demonstrated that we have only begun to scratch the surface of the possibilities we could bring to the snack aisle," said Ram Krishnan, vice president of marketing, Frito-Lay. "This time around, we're offering consumers even more opportunities to demonstrate and celebrate their creativity – and love of yummy flavors – throughout the contest. We can't wait to see what America's taste buds will inspire next."

Last year, Lay's Cheesy Garlic Bread, Lay's Chicken and Waffles and Lay's Sriracha flavored potato chips were selected as finalists, created and brought to store shelves, and then it was up to consumers to determine a winner.

In May 2013, after millions of fan votes were cast, it was announced that Lay's Cheesy Garlic Bread flavored potato chips were America's favorite, and Karen Weber-Mendham, a children's librarian from Land O' Lakes, Wis. and the finalist behind the winning idea, took home the $1 million grand prize.

www.dousaflavor.com

Watch a previous US TV ad for 'Do Us a Flavour' here:

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