When it comes to Facebook marketing campaigns, you just never know which ones are going to catch fire. We’ve seen big brands come up with efforts that looked like sure-fire winners, only to sink and get zero recognition. Likewise, we’ve seen small companies get put on the map with innovative and interactive Facebook campaigns that really get fans to start talking. Over the last month, maybe you’ve noticed Facebook friends voting on things like “chicken and waffles” or “cheesy garlic bread.” The talked-about campaign at the center of these actions is none other than Lays’ “Do Us a Flavor.”
“Do Us a Flavor” is one of those lightening-in-a-bottle Facebook voting campaigns that millions of Facebook users and potato chip lovers are responding to like crazy. Lays is once again turning to the public to pick its new flavor of potato chip. The company’s internal team gathered and selected from customer-submitted flavor suggestions. Then, just like last year, Lays holds a Facebook contest to pick the best of the three finalists. In 2012, fans picked BLT to be the special limited-edition flavor. This year, the finalist flavors are cheesy garlic bread, sriracha, and chicken and waffles. The chips are now available in stores and fans can vote on Lays Facebook page, text “VOTE” to 24477 or use the hashtags #SaveChickenWaffles, #SaveGarlicBread or #SaveSriracha on Twitter. Once the votes have been counted, the person who submitted the winning flavor will win $1 million, or one percent of the chip’s 2013 sales — whichever is more — while the runners-up will win $50,000. Not too shabby for coming up with a potato chip flavor, no?
“Do Us a Flavor” seems to be one of those campaigns folks are responding to for several reasons. First of all, we love voting, especially when it comes to flavors, and Facebook is a perfect channel to make that happen. Secondly, this kind of campaign relies on traditional media like television commercials with Chef Michael Symon and actress Eva Longoria to spread the word about the Facebook voting. Lastly, stories like new products are the kind of thing bloggers and reporters love to chat about and “Do Us a Flavor” has thus far struck media gold.
So which chip will win? Who knows? But Lays is already a Facebook marketing winner for sure.