2011 SAMMY Award Finalist, Best Engagement Campaign: appssavvy for Frito-Lay
publication date: Aug 28, 2011
Best Engagement Campaign: appssavvy for Frito-Lay
appssavvy Agency: OMD NY Brand: Frito-Lay Executives Involved in The Campaign: Chris Cunningham of appssavvy Ram Krishnan of Frito-Lay Kristen Colonna of OMD NY Stephen McKnight of OMD NY Campaign Brief: On April 11, 2011, Frito-Lay (http://www.fritolay.com/) set a new world record for the most Facebook fans (now, "Likes") gained on a page in 24 hours. The record-setting surge was sparked by a campaign the brand kicked off that very day: branded activities in Zynga's FarmVille (http://www.facebook.com/farmville) that enabled players to earn exclusive virtual goods in exchange for visiting and interacting with a limited-edition Frito-Lay virtual farm. This innovative partnership resulted from the rapidly growing popularity of social games and Frito-Lay's focus leveraging that audience in a way that adds value to the user experience while communicating Frito-Lay all natural brand messaging and driving users to their fan page. Today, there are more than 290 million social gamers worldwide and 50 percent of Facebook log-ins are specifically to play games. The campaign planned and executed by appssavvy (www.appssavvy.com), a social activity company, enabled Frito-Lay to interact with and provide value to a growing segment of consumers who play social games, who in turn indicated their loyalty to the brand by "Liking" them on Facebook. FarmVille has a loyal base of active players who build and maintain their own virtual farms. The campaign enabled FarmVille players to visit a Frito-Lay branded farm, which featured Frito-Lay themed structures and information about Frito-Lay's all natural products – such as their 100 percent compostable chip bags and solar energy-powered plants. Players who helped out Frito-Lay on the farm saw the freshly harvested crops being driven to the store on the farm in an animated van. In return, they received two prizes: a Frito-Lay stand and a Frito-Lay truck which helped the players progress faster in the game. They were also encouraged to visit the Frito-Lay Facebook page (http://www.facebook.com/fritolay) to learn more. In a press release (http://www.pepsico.com/PressRelease/Frito-Lay-Fans-Set-Guinness-World-Record-for-Most-Fans-on-Facebook-In-24-Hours-W04282011.html) announcing the newly set world record, Frito-Lay said the following about the innovative marketing effort: "When we set out to share the latest news around our product portfolio and the culinary inspiration behind our newest products made with all natural ingredients, we wanted to do it in a way that truly engaged our fans in the story," said Ram Krishnan, senior director, marketing, Frito-Lay. "Our fans responded in the biggest way possible – by setting a Guinness World Record for their engagement with us. It's a remarkable achievement and we're excited to thank the fans who made it possible." Results: When the farm launched, Frito-Lay's fan page had 46,000 fans. At the end of the campaign, 24 hours later, Frito-Lay had 1.9 million fans. Within a week, this was recognized as a Guiness World Record (http://community.guinnessworldrecords.com/_Most-Fans-on-Facebook-in-24-Hours/blog/3531958/7691.html). According to a Syncapse report (http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf), which estimates the value of a Facebook fan at $136, Frito-Lay generated $252 million in value in those 24 hours. In total, nearly five million people interacted with the Frito-Lay farm. The campaign delivered 86 million paid impressions and countless earned impressions through users posting on the Frito-Lay page and sharing the rewards to their walls. The campaign also proved tremendously successful at driving brand awareness and agreement with Frito-Lay’s brand attributes, according to a third-party study performed by Interpret (http://www.interpretllc.com/). The 400+ person study reported that those exposed saw an 80 percent lift in unaided brand awareness and a 20 percent increase in "excellent" brand rating. In addition, agreement with Frito-lay key brand attributes, including "Is made from real ingredients," "Is all natural," and "Is a healthier choice" increased between 15 percent and 21 percent, respectively, after exposure to the campaign. Link to Your Creative Materials: |
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