“Do Us a Flavor” Social Media Marketing Campaign

PepsiCo's Frito-Lay division created one of the most famous contests to help create its next chip flavor as a way to celebrate its 75thanniversary next year. The contest was created through the most famous Social media website, Facebook. Participation cannot be easier; people just need to search “Do Us a Flavor “on the social media site and follow 3 basic steps like: Name your flavor, Choose Ingredients and Your inspiration. Flavors differ from Spice Mango to Beer Battered Onion Rings. The prizes are incredible, the creator of the next new flavor will win a $1 million dollars or 1% of the chip's 2013 net sales.

The contest was launched in a small pop-up store located in New York’s Time Square, where customers have the opportunity to try some of the different flavors Lay’s offer around the world and at the same time get familiar with the contest and inspire their selves to submit a new flavor.

What is the marketing role here? Well, first the company made a smart campaign. They launched the contest in one of the most emblematic and visited places in the country. Second, they used Facebook to submit the contestant flavor. The statistics show their Facebook site receive at least one million monthly users and they also has changed the "Like" button to "I'd Eat That" exclusively for this contest to encourage more friend interactions and "flavor showdowns" among the contestants. This is a great way to let customer engage and interact with the brand, is a way to hear loyal customer voices and opinions and see where they think the brand should go. According the Chief Marketing officer of Frito-Lay North America, Anindita Mukherjee, this is one of the brand's largest marketing campaigns to date with about the $13 billion dollars spent. So what are you waiting for? Let’s create your flavor and let us know!!!!!!!