Our massmedia activated consumers to try the 3 new flavours and to enter the Guess The Flavour competition. We projected sales and entries would peak in the first 3 weeks. Our mission was to keep consumer engaged for the full 10 weeks of the campaign so we could exceed sales and prolong brand interactions. With individually targeted digital media participants were re-engaged to either try the another flavour or to re-enter a new guess. Through additional digital content we gave clues and hints. Sometimes in dynamic bannering, sometimes in hidden augmented reality content (Shazam and Blippar) and blog content.

The Lay's campaign strategy paid out more than we anticipated. Raising marketshare by 8% vs 5% (target) and gross sales of 1.8 million bags vs 1.7 million (target). The proof of the case is that we were able to create a steady flow of flavour entries throughout the campaign period without having to triple the massmedia budget.