Lay’s asks consumers and fans to “Do Us A Flavor”

In July 2012, Lay’s chips Launched their “Do Us A Flavor” contest, inviting consumers to submit ideas for new flavors for Lay’s chips (crisps). The winner of the contest will be awarded $1 million or one percent of their flavor’s 2013 net sales.

Do Us A Flavor

The competition was launched via Facebook, garnering over 3.8 million entries. Lay’s flavor development team narrowed these to a shortlist of 20, and Chefs prepared the dishes which the flavors were based on. Food scientists then translated those food notes into a spice blend for the chips.

Flavors were judged by a celebrity panel that included chef Michael Symon and actress Eva Longoria. The three final contenders were announced Monday on “Good Morning America”: Cheesy Garlic Bread, Chicken & Waffles, and Sriracha (a Thai hot-sauce).

These three were also rolled out in store this week. Consumers can vote for their favorite flavor on the Lay’s Facebook page, via twitter and by text though May 4 when the final winner will be announced. The winning flavor will then remain on shelves.

“Do Us a Flavour” was originally a hugely successful concept from Walker’s Crisps in the UK – where “Builders Breakfast” beat out “Onion Bhaji” and ”Fish and Chips” for the top slot.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages.

But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.

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American Express Launches Tweet Commerce

Social commerce is typically Facebook’s domain but American Express is changing that: as of this week, card members can link their Twitter accounts with their charge accounts and tweet specified hashtags to buy products.

American Express Twitter

On Monday this week, opted-in card members were offered a $25 Amex gift card for $15. On Wednesday more products were added, including a $149 Amazon Kindle, a $179 Sony Action Cam and a $179 Xbox 360. These products will be on sale until March 3, if they’re not out sold out by then.

How does it work? Each product has its own hashtag, and is promoted on Amex’s Twitter page. After opted-in users tweet one of these hashtags, they get an automated response to their Twitter account with a confirmation code. They then have have 15 minutes to tweet said code, and once they do, Amex will process the transaction and send the product via free two-day shipping.

American Express is promoting the program using Twitter ads, Promoted Tweets and Promoted Trends, as well as emails to card members and messaging on its own site.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

“2013 will be the year of The Drop. We will drop social from social media as all media is social; we will drop digital and mobile from digital & mobile marketing as all marketing is digital and mobile … we are entering an era of integration and simplification as people want coherence, impact, joy, and help from people running brands”
– Jim Stengel

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Oreo Super Bowl Slam-Dunk Takes The Biscuit

In last Sunday’s Super Bowl, Oreo hit it big with a real-time marketing effort that became the talk – and tweet – of the event. During the Super Bowl’s unexpected electrical blackout, Oreo’s “you can still dunk in the dark” tweet was re-tweeted almost 15,000 times. Oreo’s Twitter following, meanwhile, increased by about 8,000. The blackout post garnered nearly 20,000 likes on Facebook. And Oreo went from having 2,000 Instagram followers pre-game to 36,000, with more than 16,000 pictures submitted by consumers as votes for “Cookie” or “Creme,” tying to their Super Bowl ad-spurred seven-week contest for the best part of the Oreo.

Screen Shot 2013-02-08 at 9.10.48 AM

But while the power outage certainly wasn’t anticipated, the real-time marketing effort wasn’t just a shot in the dark – it was the result of a carefully architected social-media strategy that made the brand ready to respond to whatever the Big Game threw its way. Oreo created a a social media command center, so that they could respond in real time to comments and buzz.

The effort’s effect on sales is not yet known (and stores were for the most part closed at that time of night). Meanwhile the Cookie vs. Creme debate will continue with an in-store promo that encourages consumers to vote.

REAL TIME

Gone are the days when brands could plan out their marketing and public relations programs well in advance and release them on their own timetable.

“Real time” means news breaks over minutes, not days. It means companies must adjust and optimize their marketing campaigns instantly, based on events in the marketplace or feedback from customers.

Savvy marketers are retooling their communications practices to market more nimbly and take advantage of fleeting opportunities, online and off.

Graphic Anarchy from Axe Bodyspray in the U.S

Graphic novels and comics loom large in mainstream youth culture, thanks in part to the rise of geek culture, the continued popularity of Manga and the discovery by film studios that comic book characters can become big box office stars…

Graphic Anarchy AXE

To promote its new fragrance range for men and women, Axe has turned to graphic novels and the imagination of its fans to produce a crowd-sourced online comic that is worlds away from the “wear this scent, get more girls” theme usually employed.

New chapters will appear every few days and fans will even get the chance to star in the strip. TVCs show men and women falling for one another amidst total chaos coupled with the crowd-sourced digital comic project. Every few days, new chapters will be put up online with plot turns based partly on consumer suggestions and votes, and with some fans being depicted in the comic.

Axe’s place in youth culture is evidenced by its 74% US market share, 2.3 million Facebook likes and now, the 46,000 conversations about Graphic Anarchy.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages. But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.