Do me a flavor and lick the data off my fingers?

Mmmm my data tastes like Chicken and Waffles, what’s yours taste like? The marketers at PepsiCo (who own Lay’s Potato Chips) and their ad agency are busy digging out from a pile of customer preference data on their latest campaign; no small potatoes. It is a big undertaking to run 3 simultaneous integrated marketing campaigns on simple bags of chips. Chips with a revenue target near 100 million dollars.3chips

If you aren’t familiar the Lay’s Do Us a Flavor campaign launched over the summer with nearly 4 million submissions rolling in for the newest chip flavor. Thank goodness Boogers and Farts did not make the cut, phew! Among those that made the top 3 were Chicken and Waffles, Cheesy Garlic Bread and Sriracha. These three new chips get to strut their marketing prowess and win over America’s taste buds for a chance to win the grand prize of $1 million or one percent of their flavor’s 2013 net sales, whichever is greater.

Since the chips were released, the campaign has seen over 6 million likes on Facebook and who knows how many votes. Not a Facebook fan well have no fear your right to vote can be exercised though mobile app or Twitter.  mapchip

Have you tried these crispy goodies?  I have and I am on team Chicken and Waffles (a Chickenwaffletarian) – just because they are the most original – but I have no interest in swaying your vote.facebook1

If you don’t dare to crunch into these crispy wonders check out the NY Post review and decide for yourself. I am excited to hear what the Voice of Customer reveals during this campaign and how Lay’s uses my email, and public Facebook profile to search me up a bowl of delight in the future but, I guess I will have to wait for May 4th to find out!

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Chip, Chip Hooray for data-driven marketers!

 

  1. Robert Traino

    April 24, 2013

    Valued at $174 per like (according to Syncapse: http://www.syncapse.com/value-of-a-facebook-fan-2013/), it looks like the Lays campaign produced over $1 Trillion in social return. Let’s hope the payout isn’t in bitcoins (http://bitcoin.org/en/)

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