Lay’s

Content

Challenge

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.

Data

  • Frito-Lay’s research revealed that in previous contest years consumers had difficulty thinking of new flavors.
  • Our research showed that consumers respond well to a unique twist on an easy-to-grasp, familiar marketing format.
  • Cassandra data revealed that young consumers engage more with and have come to expect personalized content.
  • Frito-Lays data showed that the majority of their audience was already on social media.

Insight

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.

Action

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.

Results

Doubled submissions in less than 4-weeks

12 Million+ YouTube views

100% re-tweet rate of personalized jingles

3 million+ Twitter reach

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