Page 37 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS SILVER

General Motors labels slashing their prices, competition was nipping at Lay’s

Canada, GM heels. Our target needed a reason to stop and take notice of
Chevrolet Spark Lay’s, a reason to engage with the brand. Lay’s immersed

Launch Carat (Local) themselves in the world of their consumers and identiied

Last summer, Chevrolet three key drivers of American culture that were largely
launched in Canada the inluenced by Millennials: a desire for self-expression and

Spark, a sub-compact
individuality, a desire for authenticity, and a desire for
car, with high hopes of recognition, Americans today want to be part of the cultural

entering a very competitive
conversation. The winner gets instant fame in the snack
market. It sells at a very accessible price point and has aisle, a whole lot of bragging rights and potentially one

certain assets that make it one-of-a-kind. The car had million dollars or 1% of their winning lavor’s sales.
already been released with great success around the Lay’s paired up celebrity restaurateur Eva Longoria and,

world and Chevrolet was ready to “Import their Export”. The Chew’s Michael Symon. We featured them in all of
our TV, online and in-store efforts, and Eva and Michael
The Spark had to be out there, versatile and nimble.
Notoriety had to be built in a short period of time and the were members of an elite judging panel of chefs, foodies

brand had to reach a young target who is spread out in and lavor experts who helped narrow down the lavor
their media consumption habits and selective about the submissions to the inal three. An easy-to-use Facebook

content they choose to engage with. The overall objective application was created completely centered on the user
was to generate buzz around the brand and to continue and their circle of friends, and gave them something worth

capitalizing on the Osheaga visibility. Multitasking is a sharing. All these efforts helped make Lay’s top-of-mind
phenomenon ingrained in the target’s media habits, so
by putting them squarely in the social world that the target

it made sense to create an interaction between a banner audience was living in.

and a smartphone. A 300x600 banner was created and
it contained a 10-second pre-roll video highlighted a
HBO, Banshee Cinema
special feature of the car: the possibility to unlock the car’s
doors with a smartphone. The user was prompted to text Launch
PHD (Local)
message “SPARK” to a short number in order to receive a
code that allowed them to “unlock” select content. When Cinemax Subscribers

the user entered the code, the car lights lashed and expect original content
previously blocked contents were now available. This gave in the action/adventure

the users the impression they had unlocked the car.
genre that is radical and
unconventional. As a

premium network brand
with content that caters to

this niche, they had to deliver

a creative solution that
signaled how this new series

would be all of the things
that the target audience

demands from the brand -- original, alternative, and
unorthodox. In a irst-to-market move, Cinemax decided

to make the entire irst episode available to network
subscribers and non-subscribers through two platforms

coveted by the target audience before and simultaneously
Frito-Lay, Do Us A Flavor
with the TV broadcast, thus showcasing the originality of
the series. As TV consumption worldwide is no longer MD US (Local-multi)

beholden to schedules set by programmers and operators, Frito-Lay’s strategic challenge was clear: to create an
the marketing approach to support TV programming has emotional connection and commitment to between the

to relect an understanding of consumer habit to enjoy brand and the next generation of U.S. snackers, the target
TV content on his own terms when he wants. By virtue
being 25-34 year olds. But to be successful, they had to do

of a cross-medium, multi-million dollar ad campaign, this in a way that would engage them through a meaningful
Banshee was Cinemax’s highest rated original series, experience they would value. Lay’s has been America’s

delivering 970,000 on-channel viewers of episode
favorite potato chip for decades. It is a truly iconic brand
1, on premiere night and the activation of the GIF
that has been a central part of the US. Even so, being the
premiere and full episode on YouTube delivered 92,793 best-tasting potato chip out there just wasn’t enough. With

incremental views of episode 1.
new macro-snack brands entering the market and private

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