This week’s “Advertising That Works!” is interactive—and tasty!
Lay’s latest campaign, “Do us a Flavor: Tastes of America,” takes foods from four different regions of the US, makes them into a potato chip flavor, and asks America to vote!
The bags themselves are great advertising: they encourage consumers to vote on their favorite, which also makes them want to buy not just one bag of chips…but all four! Not only does this increase sales in the short term, but it also increases brand engagement by making consumers think about the flavors they’re eating. Even if a given chip-eater doesn’t love any of the flavors, they’re still likely to visit the voting site and express a preference—after all, it’s fun to vote!
Once a consumer actually goes to vote, they encounter a cute website that’s cleanly designed and simple to navigate. Not only do you get to vote, but you also have the opportunity to learn more about the featured flavors. Site visitors can “meet” the “real people” who suggested the flavor from their region!
They can also experiment with this interactive map that shows how each flavor is doing in each state.
After you vote you’re redirected to this page, encouraging you to vote as many times as you like, via Twitter, Text or Instagram.
Genius! This gets consumers engaged on multiple social media platforms, and keeps them engaged for the entire campaign! They also get a chance to win $10,000!
There you have it: the Lay’s Do Us a Flavor campaign is fun, engaging—and tasty! That’s why they’re this week’s “Advertising That Works!” We even got in on the fun here at Hunter-McMain, Inc. Our votes were:
I guess we fit right in with the rest of Texas: