a global activation property
Interesting to see the Lays brand in the US rolling out the Do Us a Flavour activation, which started in the UK in 2008 on the Walkers brand. Note how it took our American cousins a full 5 years to adopt the idea. This campaign involves consumers submitting and then voting for their own flavour creations, with the winning flavour being launched.
Now, regular readers will know that I a bit of a sceptic when it comes to cosumer interacivity. In most cases these types of promotions get very low response rates. So,[link widoczny dla zalogowanych], what makes Do Us a Flavour better, with 250,000 entries in the UK alone,[link widoczny dla zalogowanych], and now 8million+ worldwide?
Most contests that ask for consumer involvement offer pretty meagre prizes. But not Do Us a Flavour. In the UK event the winnner got £500,000 AND 1% of sales of the new flavour. This is compelling prize. It also cleverly encourages entrants to suggest tasty flavours, not stupid ones, as flavours that sell more will make more money for the winner.
2,[link widoczny dla zalogowanych]. Amplification
Lays amplifies the activation, helping it stand out and be dinstinctive, in several stages:
- Stage 1: is the request for recipes and voting
- Stage 2: the 3 leading flavours are launched in store
- Stage 3: the winning flavour is launched
In the US,[link widoczny dla zalogowanych], some extra spice is added by having a celebrity chef and Desperate Houswives star Eva Longoria front up the campaign.
3. Amplification online
Us a Flavour started back in 2008 before Facebook was famous, and used the Walkers website. Clearly the idea can be even better executed today with social media. However, the one rather big negative is that when I tried to load the app, it seemed to crash. This may be because I am in the UK, not USA, although reports here suggest it may be to due to the amount of traffic.
4. Global brand property
What I love most about Do Us a Flavour is how brand owner Pepsico has turned this into a global activation property, used in Europe,[link widoczny dla zalogowanych], Asia, South America. See below for examples of the different local brands who have adopted the property.
I think this is one of only a handful of examples of beating the "not invented here" syndrome and getting this property executed locally. For example, parents often buy Adidas Predator LZ too many toys for their children including the soft stuffed teddy bear, BMW car toys and other. All of these kids toys are best designed, colorful shape and fine workmanship. Without doubt, these kids toys open up children horizons and enrich their knowledge, which is can be matched by children before. Predator Lethal Zones Cheap Online However, on the other hands, there are some unfavorable factors. For example, children nowadays get the less opportunity to make toys by Adidas adiPure IV SL TRX FG themselves, which is not conducive to develop their operating ability and thinking ability. Base on this situation, as parents, do you know how to make up these weakness If you are interested, why not to take a try to make toys by children themselves with the waste goods in our daily life. In fact, lots of things such as paper box, small Nike Mercurial Vapor VIII FG size bottle, small barrel, bottle cap and so on are thrown away as waste goods. It is really the pity. Believe it or not, all these things are quite attractive to children. At first, I will introduce the advantages Adidas F50 adizero TRX TF of making toys with waste goods. According to scientific research, it is beneficial to develop kidsimagination, creativity and their intellectual development. It is composed of micro-synthetic fibres which have been intertwined,[link widoczny dla zalogowanych], which allowed engineers to supplies to compose in a precise combination of stiffness and flex. With this trend comes some lot shut Shop exchange dr dre ibeats. Touring Case-- Rugged case with rigid construction keeps Beats and accessories safe during transport. Thanks to exclusive Monster technologies you experience clear and natural vocals,Monster Beats by Dr. Rosiny said. to funds for orphans of suicide bombers. Ritzmann said.
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