An example of a successful social media campaign was the Frito Lay Do Us a Flavor campaign. Originally, according to Thomas, the campaign was launched in 2006 where people were asked to relay their suggestions for the next flavor of Lay’s potato chips in various locations; but never in the U.S. . When it was finally launched in the U.S., the goal was explicitly stated as aiming to beat the global record of 1.2 million submissions through social media. The campaign was so successful that it reportedly generated the following: 3.8 million submissions; over a billion Facebook impressions; 3.7 billion PR impressions; and12% increase in sales .
People were opted to vote using Facebook as the social networking site and where the like button was allegedly changed to ‘I’d Eat That’ button. The winner was selected through the same medium where the greatest number of votes on the suggested flavor would be recognized. The winner was announced to be Karen Weber-Mendham who recommended the flavor: Cheesy Garlic Bread .
This social media campaign broke one’s boredom since it encouraged people to concoct a flavor that could be officially the next flavor of one of the iconic potato chips brands globally. The hype that it created through sharing the suggested flavors made the campaign virtually interesting and fun to share. As evidenced from the abovementioned statistics, this social media campaign was actually voted as: One of the Most Widely Used Brand Apps in Facebook History; as well as The Most Successful Engagement Program in Global Lay’s History .
Source: Frito Lay North America
Works Cited
Frito Lay North America. "Winner of LAY'S® Do Us A Flavor™ contest." 2013. fritolay.com. http://www.fritolay.com/lays/. 25 May 2013.
Thomas, Lauren. "duaf social-h264." 2013. vimeo.com. http://vimeo.com/65056544. 25 May 2013.
