Client: Pepsico India
Product: Lay’s potato chips
Category: Consumer Packaged Goods
Agency: Mindshare India
Lay’s, the undisputed market leader in the potato chips category, was hit with a share loss in the fourth quarter of 2014. The biggest threat came from the other snack brands that were promising more variety and excitement. In a period where every other brand was running vanilla contests to woo consumers, Lay’s did a first-of-its-kind innovation that brought the two technological giants – Google and Twitter -- together to create an immersive technological experience for its audience by creating a mashup using their APIs.
Lays fused the social networking of Twitter and linked it with the functionality of Google Maps to ensure a huge spike in conversations around Lay’s hashtags almost without much brand push. The brand wanted to not only have a larger share of voice in the category, but also wanted to stand out in a manner that differentiated it clearly as the leader in the category. it wanted to introduce disruption into the daily lives of its core target audience in a manner that was not only easy for tech-savvy youth to understand but was also equally engaging.
This was the first time that a brand innovated on the medium of mobile, by leveraging through a utility-based app: Google Maps. Lay’s created the first-ever treasure hunt, which was only possible to win through the map..
The objective was to strike an emotional chord with the core target market of Lay’s -- and bring brand love back among its hard to please audience, because brand love is the biggest consumption driver for market share. The brand’s target audience is consumers aged between 15 - 24 years.
Lay's have been present at every live sporting event, which is also when Twitter sees a massive surge in conversations, as it is the preferred platform among youth to express and connect with audiences with shared interests and passions. The brand decided to ride on the current conversations on Twitter and bring the game of cricket closer to the Lay’s audience.
Since mobile and social are the channel of choice for the target market to discover, consume, discuss and share the excitement of the Cricket World Cup among its social circle, the engagement model had to be rooted in those channels, keeping in mind the media habits of the Lay’s audience during the tournament. For a cricket fan, there couldn’t have been any bigger reward than to watch the World Cup Finals live.Therefore, Lay’s wanted to find a way to be part of that reward.
Google Maps has always been centered on giving directions from point A to point B. Lay’s decided to leverage this 'utility' feature of the app and combined it with the social networking power of Twitter to engage its audience on a branded microsite created for the promotion focused on a treasure hunt. Users had to only login on the microsite with their Twitter credentials, and were instantly connected to the main interface, which showed a map with hidden tickets to the World Cup final.
The hunt was organized pan-India with the treasure being hidden in different cities. The level of customization was such that a participant in the hunt from a particular city only saw the marker for the tickets for that city. As the microsite required a connection to Twitter, user actions on the website were converted into tweets that helped amplify the event and at the same time created awareness about the activity. This microsite was also optimized for mobile, as Lay’s was aware that the users who were participating were going to be on the go. It would help them get the next clues to progress on the treasure hunt.
The campaign relied on these key features:
The campaign resulted in the following: