N/A

Lay’s directed people to www.dousaflavor.com to create and share their flavor. Visitors could design their bag art, publish their creations to all major social networks, view a gallery of all the flavors, and interact with flavors that others had submitted.

Once the finalists were on shelves, people voted for their favorites either by using hashtags in social channels, or by visiting dousaflavor.com. Lay’s also asked people to post reviews of the flavors on YouTube and other social channels. Selected reviews were shared in a gallery, and the best reviews were turned into :15 online video ads.

Engagement

• Lay’s not only met their goal of 7.6MM submissions, but far exceeded it, ultimately ending up with 14.4MM, nearly quadrupling the submissions from Do Us a Flavor 1.0.

• People spent an average of 7 minutes on the mobile site and roughly 10 minutes on the desktop site.

• Visitors spent 1,271,613 hours on DoUsAFlavor.com

Relevance

• Over 17 million “Do Us a Flavor” related video views on YouTube

• 132,310 uses of Lay’s branded hashtags (#dousaflavor, #savebaconmac, #savewasabi, #savemango, #savecappuccino)

• 233 Million Twitter impressions

• 4.8 billion PR impressions

• Coverage on NBC, ABC, CBS, E!, “The Tonight Show starring Jimmy Fallon,” and “Saturday Night Live”

Business Growth

• The program also led to total Lay’s sales going up $99MM YTD. Sales of finalist flavors amounted to $29.1MM

• “The most successful engagement program in global Lay’s History”- Frito-Lay