Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 19

Two Lay's chip flavors-Cheesy Garlic Bread and Kettle Cooked Wasabi Ginger-were created by consumers as part of Frito-Lay's wildly successful. "Do Us A Flavor" marketing campaign (www.dousaflavor.com). Launched in July 2012 in a pop-up shop in New York's Times Square, the event took on new dimensions in 2015 by incorporating real-time marketing. In response-to interesting Tweets during the three-month-long submission period, digital shop Deep Focus produced 20 one-minute YouTube clips featuring two potato puppets named Marvin and Duncan (also known as the Taste Spuds). Google has now developed the "Flavorcast Heat Map" showing trending ingredients for each state, and consumers can see state-versus-state contests in the Flavor Showdown Gallery on the Web site. Consumers submit their flavor's name, up to three ingredients, and a chip style. They can also vote online at the Web site or via social media, and finalists' flavors are developed and shipped to stores a few months later, where they can be purchased and then voted upon. The creator of the winning flavor receives $1 million. But Lay's is the big winner of this campaign. The first contest's goal was 1.2 million submissions, but Lay's received 3.8 million submissions, 22.5 million Facebook visits a week, and a 12 percent increase in sales.
Select a brand in a different product category and create a responsive campaign that incorporates online, mobile, and social media to create customer engagement. How would you measure the success of your campaign? (AACSB: Communication; Reflective Thinking)