It is said that when the FIFA World CupTM is on, the whole world is watching … except that hasn’t always been the case for the American sports fan.

With the date of the FIFA World CupTM shifting from summer to winter, we knew we had to find a way to compete with a crowded sports landscape that included the NBA, college football and the NFL. And while soccer is growing in the US, some fans might have needed a little more incentive to tune in to the beautiful game.

Sports in the US are very ad-focused: 30% of basketball, hockey, baseball and NFL telecasts are ads. But in soccer there's only one break for commercials every 45 minutes.

So to keep our snacks top-of-mind during the FIFA World Cup 2022, we hijacked the tournament with Snack Cards, a game for viewers that used the colors of our most iconic brands: whenever a yellow card was pulled, people could win a free yellow bag of Lay’s. And if the card was red, they could win a free red bag of Doritos. A live website was activated as cards were pulled and fans could claim their chips in real-time.

It is said that when the FIFA World CupTM is on, the whole world is watching … except that hasn’t always been the case for the American sports fan.

With the date of the World CupTM shifting from summer to winter, we knew we had to find a way to compete with a crowded sports landscape that included the NBA, college football and the NFL. And while soccer is growing in the US, some fans might have needed a little more incentive to tune in to the beautiful game.

Our idea targeted that specific audience, American sports viewers who don't usually watch soccer, creating a game within the game that encouraged them to watch the FIFA World Cup 2022TM and to enjoy Lay’s® and Doritos® throughout the whole championship.

The website was turned on every time a card was pulled for fans to claim their chips in real time. When the chips ran out, usually within minutes, the website turned off. Those who were too slow to win were redirected to the Frito-Lay® e-commerce platform, where they could shop for more snacks.

Additionally, the assets that communicated the campaign were short-format videos of referee hands holding cards that transformed into the bags of our products. They were made by filming real hands on set and elevating the transformation moment with CGI.

The campaign ran throughout the World Cup, from November till December 2022, and was promoted through paid media in Instagram and Frito-Lay’s®, Doritos’® and Lay’s® organic channels. Ex soccer world champions helped spread the word, through their own accounts.

The campaign managed to seamlessly integrate the distinctive colors of our two most popular snacks into the game in a way that felt fresh and surprising to US viewers. What’s more, the combination of real-life elements, the TV broadcast and the digital world reinvented the way they consumed the tournament. With 224 yellow and red cards, we generated new opportunities to engage with fans, who made an automatic

connection between the cards and the bags of Lay’s® and Doritos®.

Chips ran out within a few minutes after every card and those who were too slow to win were redirected to Frito-Lay® online e-commerce platform, where they could shop for more snacks.

The work had impactful results for all the brands involved, encouraging American viewers to watch FIFA and to enjoy Lay’s® and Doritos® throughout the whole World CupTM and it generated 93+ million impressions and a conversion rate of 7%.