Walkers were launching a new range of crisp flavours for a limited time only and wanted to drive sales though both taste trials as well as through PR. In this campaign we installed tweetable vending machines at bus stops on London’s iconic Oxford Street and dispensed thousands of free packets of crisps to passers-by who tweeted.

To engage our audience to interact with our posters, we used the latest technology to make it look like our popular Walkers spokesperson, Gary Lineker, was trapped inside the poster. When passers-by used their mobiles to tweet Gary, he would appear to receive the tweet on his phone before dropping a free packet of crisps into a flap behind him. A real pack then dropped out of the poster, which also was built to act as a vending machine - seamlessly turning virtual into physical, turning a wait for a bus into an event in itself.

The objective was to launch a new flavour range of crisps in an attention grabbing and innovative way to freshen up Walkers’ image. By connecting mobile social media and digital out of home, we delivered a unique crisp experience that drove sales of Walkers new range of crisps. The campaign also delivered fame on a global scale, re-engaging people with Walkers. Though more than 8,500 people engaged with the ‘Tweet to Eat’ machines and received packets of crisps during the brief campaign period, millions more engaged with the idea through social media. The campaign drove 5.7 million Twitter impressions. 1.2 million people watched the PR film online. The new flavours generated sales of over £14.2m.