Double the 3.8MM submissions entered in the previous year of Lay’s long-running Do Us A Flavor (DUAF) competition.
Lay’s Do Us A Flavor competition asks consumers to submit unique ideas for new chip flavors. The winning flavor is awarded a cash prize and made into a limited edition chip.
If we could transform a tried-and-true marketing technique into a unique, personalized experience, we could reposition the Do Us A Flavor contest as simple and double the submissions entered from the previous year.
We took a familiar, tried-and-true marketing technique–the jingle—and added a unique twist (a silly YouTube video of talking food) to create both a familiar and unique campaign that portrayed the DUAF submission as easy.
We leveraged our social listening tools to jump into relevant Do Us A Flavor conversations and create real-time, personalized, and unique micro-jingles based on consumer social media posts. We then used behavioral data to distribute the insta-jingles to said consumers via social media.
Doubled submissions in less than 4-weeks
12 Million+ YouTube views
100% re-tweet rate of personalized jingles
3 million+ Twitter reach