Potato chip brand Lay’s, owned by PepsiCo, launched a major national campaign in the Netherlands earlier this year called Maak de Smaak (Create the flavor). As the name of the campaign already suggested, the public was asked by Lay’s to come up with a new flavor. And so they did, massively! The campaign resulted in nearly 700.000 flavor suggestions. All of them not only hoped to gain eternal fame, but also the grand prize of 25.000 euros in cash and 1% of the revenue of the winning flavor.

Three finalists were chosen to compete against each other in the Finals: Peter Boogaard who invented the flavor Patatje Joppie, Timo de Geus came up with the flavor Nr 66. Babi Pangang and Stefanie Schipper with her flavor Mango Red Chilli. These three flavors can now be found in almost all supermarkets in The Netherlands.

The public can vote for their favorite flavor on Lay’s website lays.nl, through social network Hyves, through television channel RTL 4 and through SMS voting.

We were asked by Red Urban to develop the campaign on Lay’s website lays.nl which contains not only basic information about the new flavors and a voting mechanism but also a user generated platform. The public can send in their photos or videos or take a picture with their webcam to show support for their favorite flavor. Videos are automatically converted and uploaded to YouTube. The best photo and video will be printed in major Dutch newspaper De Telegraaf and the video will be shown on RTL 4.

On Lay’s website you can vote every day on your favorite flavor by logging in with your Hyves account (via the Hyves API). Afterwards you can send your vote to your friends and promote your favorite flavor. If you don’t have a Hyves account, you can also vote through SMS.

There’s a special campaign website on Hyves which is just as complete as Lay’s website with pretty much the same functionality (except you don’t have to log in anymore).

For television channel RTL 4 and the show TV Kantine, there’s a special campaign website where visitors can vote through SMS. They can send their mobile number and we send a special code to their mobile phone so they can authorize their vote. Voting is free!

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