The Lays Tango ZoneFrito Lay's is the leader in the potato chips industry. The task was to leverage the internet for them in an effective and innovative manner, so that the consumer got a unique and interactive experience with the brand and its attributes. The task thus was four-fold:- To communicate "No One Can Eat Just One" in an interactive manner- Fuse brand attributes with the communication platform- Encourage a one-on-one interaction with the brand- Build a vibrant on-line community for the brand and devise an offline delivery of prize through online participation in the 'Best Chip Challenge'.

We recommended creating a microsite for Lays that would capture all the elements of the brand as well as show the TVC created for the new campaign. The brand micro-site would rest on www.hungama.com that had a large exisiting community and was extremely sticky. The micro-site captured the attributes of the brand and the chip challenges was made to be fun and very interactive for the surfers. The response was phenomenal as over 220,000 people registered and played the game over a 8 week period.