Decision 2013: Cheesy Garlic Bread, Chicken & Waffles or Sriracha

In front of me are three open bags of Lay’s potato chips. I have a very important decision ahead of me: which of these three flavors, Cheesy Garlic Bread, Chicken & Waffles or Sriracha, should I vote to be the next new flavor of Lay’s potato chips? Lay’s “Do Us a Flavor” marketing campaign is asking consumers to vote for their favorite flavor chip.

Celebrity chef Michael Symon and actress Eva Longoria appeared for the “Do Us a Flavor” campaign that launched this past summer.

Lay’s announced a contest seeking ideas for its next potato chip flavor and a $1 million dollar prize for the winning idea. Between July 20 and October 6, 2012, close to 3.8 million potato chip fans submitted their ideas through Lay’s Facebook page or by texting the word FLAVOR. (Lay’s 2013)

Last week, the three flavor finalists were announced through Lay’s commercials, its website and Facebook and Twitter pages.

The chips are available at grocery and convenience stores. Voting is open until May 13 through Lay’s Facebook page, on Twitter using the hashtag #SaveChickenWaffles, #SaveGarlicBread or #SaveSriracha or by texting “Vote” to a special number. The winning flavor will be announced after voting ends and will become the newest Lay’s addition. (Lays, 2013)

To be honest, I didn’t pay much attention to this contest until last week when I started to see lots of activity on Facebook, Twitter and Instagram. Lay’s campaign definitely created social media buzz in my world. Family and friends were weighing in on what flavor they voted for and I kept seeing photos of these chips on my social media news feeds. So, of course I felt compelled to join in on the fun.

Kudos to Lay’s for conducting a compelling and engaging marketing campaign. I went to two grocery stores before finding the three bags of chips at 7-11. I don’t recall ever doing this just for potato chips. This campaign drove me on a mission to find these chips and then vote for my favorite flavor. I think this was a clever way for Lay’s to use social media to promote a new product. And, if you’re wondering, I voted for: Chicken & Waffles.

References

Frito-Lay. (2012, July 20). Lay’s Potato Chips Teams Up With Eva Longoria And Iron Chef Michael Symon To Invite Consumers To Create The Next Great Potato Chip Flavor [Press release]. Retrieved from http://www.fritolay.com/about-us/press-release-20120720.html

Frito-Lay (Producer). (2012, July 23). Lay’s – Do us a flavor [YouTube video]. Available from http://www.youtube.com/watch?v=FU668JU9nn8&list=PL077C641046DFBF56

Frito-Lay. (2013, February 12). Lay’s potato chips, Eva Longoria and Chef Michael Symon to introduce three finalists vying for $1 million or more in grand prize winnings in the Lay’s “Do Us A Flavor” contest [Press release]. Retrieved from http://www.fritolay.com/about-us/press-release-20130212.html

Frito-Lay (Producer). (2013, February 14). Lay’s – Do us a flavor™ on the red carpet [YouTube video]. Available from http://www.youtube.com/watch?v=3Hg_Ex1tp_g&list=PL077C641046DFBF56&index=1

Sheila de Vera – CMGT 541 – B