Pepsico India: Lay's Google Maps and Twitter Integration

 

Client: Pepsico India
Product: Lay’s potato chips
Category: Consumer Packaged Goods
Agency: Mindshare India
Country: India
Year: 2015

 

Campaign Summary

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..

 

Objective and Context

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.

 

Creative Strategy

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:

  1. Targeting Precision: Audiences were targeted using keywords and introduced to ‘Ticket ka Game’ – the promotion’s official title. This ensured a higher level of curiosity and buzz with minimal brand push.
  2. Technological Disruption: The campaign’s use of both Google and Twitter in a mash-up created a destination that was unique, practical, and fun.
  3. Incentivized Progress: The progress of the treasure hunt was directly linked with the online chatter of the campaign.
  4. Real-Time Tracking: The brand tracked not only user performance in the treasure hunt, but also social conversations in real-time, using campaign monitoring tools to plan the next move and be on the lookout for interesting points of intervention.
  5. Real-Time Leaderboard: One glance at the leaderboard showed each user’s progress in comparison to his or her competitors, adding to the overall engagement.
  6. The Mega Reveal: The top scorers in “Ticket Ka Game” to unveil the location on Google Maps were then shortlisted to participate in the next leg of the Treasure Hunt, to happen on the ground.
  7. The Culmination: The top scorers had to make it to the revealed location by a particular time on a first-come-first-served basis. The brand created further obstacles for them and engaged them through tasks based on a series of clues. Eventually, the first four contestants to complete the tasks were given tickets to the Cricket World Cup Finals.

 

Results

The campaign resulted in the following:

  • It garnered 409 million exposures, 27.7 million in reach, and 3.3 million people engaged with the campaign.
  • Lay's became the second most talked-about brand among International Cricket Council sponsors, after Nike’s #bleedblue campaign, during the World Cup season.
  • There were over one million conversations about the campaign over social media.
  • Brand love grew by 30 percent, the perception of great taste grew by 21 percent, and Lay’s grew in market share, with volumes rising by 13 percent, as compared with eight percent for the potato chips category. Frequency of consumption went up by one percentage point. 

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