At the centre of the marketing campaign, which includes experiential, PR, ATL advertising, digital out of home, retail point of sale and a Snapchat lens, Lay’s has introduced a range of ‘cheer for your favourite’ packs in Belgium, Denmark, Finland, Iceland, Italy, Netherlands, Norway, Spain and Sweden. The campaign encourages customers to 'share their cheers' for their favourite football team by uploading selfies with the packs to social media to be in with the chance of winning UEFA Champions League prizes.
To further engage football fans across Europe, the brand has also created a SnapChat lens to allow people to select one of Lay’s new crisp pack-designs to match their team’s shirt colour. Other animations such as beards, brows and face paint can then be added. The lens layers the effects to give the impression that the participant is wearing their team’s shirt against the backdrop of a busy football stadium.
A social video featuring shoppers having fun with an augmented reality poster at a busy mall in Madrid will also be rolled out to support the campaign. The execution mimics the Lay’s SnapChat lens with the video capturing participants using the touch-screen poster to create football-themed "Cheer of Champions" selfies for social sharing.
The selfies will form a digital mosaic projection that will be unveiled in Eindhoven, Netherlands on 1 November and in Madrid, Spain on 2 November.
Adam Warner, head of UEFA Champions League Sponsorship at PepsiCo, said: "We have created an exciting campaign to bring our Lay’s ‘cheer for your favourite’ packs to life and engage fans in an entertaining and eventful way. We are harnessing the excitement and passion of the UEFA Champions League to create a fun and memorable campaign."
IPG's Team United is managing the full PR programme across the experiential activity. Agency TRO activated Vauxhall's UEFA Euro 2016 sponsorship with a series of money-can't-buy experiences for football fans.
Ibis Hotel in Brighton also capitalised on football fever over the summer by offering fans the chance to watch the matches on a luxury bed on the beach.
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