Lay's® was on the hunt for the next great chip flavor. After receiving record 3.8 million Do Us A Flavor™ submissions last year, they wanted to double that number in 2014.
We knew consumers had opinions about what's Yummy, but we needed to show them that flavor ideas were all around.
From that premise, "Wouldn't It Be Yummy" was born. We took a century old marketing technique — the jingle — added a sufficient quantity of quirkiness, and ended up with a YouTube video watched over 12 million times.
Streaming video, television and radio, drove awareness. But why stop at one jingle? Enter, the insta-jingle!
We jumped into relevant Twitter conversations, delivering customized micro jingles created on a bespoke basis — tailored to each tweet.
With media support, "Wouldn't It Be Yummy?" helped drive awareness of Lay's® Do Us A Flavor™ contest. One out of 4 comments on YouTube said they loved it and couldn't get it out of their head.
All 1:1 insta-jingle custom videos, published on YouTube and shared via Twitter, had a 100% retweet rate, reaching a total audience of 4.6MM, most of whom don't even follow Lay's® on Twitter.
With an integrated effort*, the goal of doubling submissions was attained in less than 4 weeks, then nearly quadrupled before the 12-week submission period ended, totaling over 14MM submissions. Still more, the campaign helped create a cultural phenomenon, and surpassed both sales and ROI goals.
*Including TV, digital, streaming, in-store POS and packaging, and customer-specific programs.