CASE STUDY: Lays This 2014 FIFA World Cup may not be as high on our agenda as ours was in 2010, but some brands have been having a ball of a time. Global snack brand Lay’s recently launched an integrated marketing campaign featuring international soccer superstar, Lionel Messi, which included his being featured on a limited edition Lay’s bag of chips in the large- and party-bag range. The campaign was influenced by a fun television commercial launched in the build-up to the world cup. In addition, Lay’s launched a digital campaign in June which played on the theme of the commercial. Named ‘Grab a Chip’, consumers were driven to a Facebook app where they were encouraged to post videos of their best attempt to ’grab-a-chip’ and compete with other uploaded videos to secure a top spot among fans. Impactful in-store point-of-sale, including 3D elements and an interactive digital and below-the-line campaign, further engaged fans. [Lays is not a 2014 FIFA World Cup sponsor and does not claim any links between its ad campaign and the World Cup — ed.] POST YOUR QUESTIONS IN THE COMMENTS...
Posted on: Tue, 30 Sep 2014 05:37:38 +0000
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