Best practice from Manning Gottlieb OMD.
Walkers crisps, one of Britain’s biggest brands, faced a problem - brand regard was falling and competition was rising.
To make the nation love Walkers again.
The big idea.
Everyone in the UK has a view on what makes a great crisp flavour
‘Do Us a Flavour’ – let them create the next Walkers flavour.
The campaign was planned in two stages:
1. People send in their flavour ideas
2. Launch top six and let the nation choose the winner
It was a genuine collaboration with £50K for the winner and 1% of all future profits.
To maximise involvement, our strategy was to ‘fuel flavour conversations’.
A TV ad in joint viewing moments initiated debate. Rich media across community sites spread the word.
A ‘Flavour Army’ got people talking at events. Radio promotions spread wider buzz. Content was hosted on Facebook, deepening engagement.
After unprecedented entry levels of 1.3 million, expert judges decided on six finalists to put into production.
Phase 2 was influenced by recent political campaigns with the strategy of ‘A Flavour Election’.
To inspire people to support and vote for their favourite, a 60-second spot introduced the ‘candidates’. Individual ‘flavour broadcasts’ then rallied support.
Rich online and mobile advertising encouraged people to vote. Finalists rallied support through online communities and we filmed an ongoing election news series on Yahoo TV.
Results were remarkable.
1.2 million flavour entries were received in Phase One – 156 per second at its peak.
The website was the fastest growing in the UK in July 2008
The news series had 150,000 video views.
810,000 votes were received in Phase 2
Press coverage generated in £4.7m in PR value
Brand equity went up 6%
And finally, year-on-year sales rose by 14%
A tasty result all round!
To see this case study in more detail, play the video below.
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