When it comes to making fans smile, Lay’s is one of the best brands around. To celebrate the release of their new Lay’s Smile Bags, we teamed up deliver branded experiences and samples of the bags to fans in target markets. Our focus was on driving great user generated content and accompanying their current digital campaign with a physical touchpoint.

We worked with Lay’s and OMD to create several different experiences for participants during the week of Valentine’s Day. Some experiences included large bouquets of flowers, acapella groups, and more Valentine-themed surprises. All deliveries also included a bag of Lay’s chips, a branded hat, and a branded postcard.

Fans who tweeted #SmileWithLays + 😊 were directed to a co-branded microsite, where they entered their delivery information to receive their special Valentine's Week deliveries. We then selected winners systematically and routed specific couriers for delivery, depending on what prize they were chosen to receive.

Over the week long campaign, #SmileWithLays drove more than 15,000 social engagements and nearly 10M impressions. Participation and social conversion increased with each activation day, with the final day having the most volume and highest conversion percentage of the week.