Lays India had started with their campaign “Lays Flavour Team: Bring Home the Stadium” or “Ghar Banao Stadium”
This 50 day long engagement campaign features different flavours of Lays, i.e., American Style Cream and Onion flavour, Classic Salted, Magic Masala, Hot and Sweet Chilli flavors, Spanish Tomato Tango and two new flavours of Lays: Chile Limon flavor, French Salt n Cracked Pepper.
With this campaign, Lays is attempting to establish its recently enhanced range of 6 flavours with 2 new recent additions of Chile Limon & French Salt n Cracked Pepper.
To execute this promotion, Lays India has launched this campaign on various platforms. It was introduced on Facebook as well as on twitter, with Hashtags: #WinwithLays #LaysFlavourTeam #GharBanaoStadium. A TV commercial was made for the same.
The promotion allows the participant to win:
(i) A Daily Prize of Rs 1,00,000/- which shall be paid to him by way of a demand draft to be made out in the name mentioned in the documents submitted by the claimant.
(ii) A Daily Prize of Rs.300 Talk time recharge for Facebook fans
(iii) A Grand Prize which will give them a chance to meet and spend time with three cricket celebs: the sensational newcomer Rohit Sharma, well known commentator Ravi Shastri and one of the quirkiest umpires, Billy Bowden.As part of this campaign, consumers need to sms the four digit promo code behind the Lay’s pack to 8800909090.
The Offer is valid on Rs. 5, Rs. 10 and Rs 20 packs of Lays Chile Limon flavor, French Salt n Cracked’ Cracked Pepper flavor, American Style Cream and Onion Flavour, Classic Salted, Magic Masala, Hot and Sweet Chilli flavor (Rs. 5 and Rs 10 packs only), and Spanish Tomato Tango (Promotional Packs).
Lays’ marketing efforts are not solo acts. They have integrated Television, Mobile and Social Media in this campaign. I’m sure this cross-media synergy is giving enhanced results.
This campaign also helps in tracking and measuring sales. They can determine the impact of only activity on offline sales. They have nicely created a buzz about it on Twitter!
Including a monetary prize has engaged the audience to a great level. With the help of Social and TV media, people are definitely experimenting with the new flavours. The matter of liking it or not is however, secondary. The concept of including Cricket in advertising campaigns is a good idea, one that Lays has been using for long now. Cricket has got a huge fan following in our country, and with all of their cricket related campaigns, it seems like Pepsico is targeting to make Lays as the Cricket Snack of country
Scope for improvement:
There is always a scope of improvement and Lays India campaign had it too. They could have made this campaign reach a more individual level like Bingo! Tangles did through its campaign “Share a Tangle”. SMSing the code is an old idea. They could have spiced it up by allowing users to enter the code on Facebook as well, or they could have had a bar-code scanning application.
Lays has started with their promotion with the mystery team which had included eminent cricket players like Harbhajan Singh, Mahendra Singh Dhoni, Gautam Gambhir , Shikhar Dhawan and Rohit Sharma; and with Brand ambassador and actor Saif Ali Khan. They continued their campaign with launching two new flavours followed by “Ghar Banao Stadium”. Since all these launches were parallel, it was helpful for customer to relate.
The timing of “Ghar Banao Stadium” was also effective in terms of the ongoing IPL matches and champions trophy which gave them a good response.