lay's brandnew
DESCRIPTION
TRANSCRIPT
![Page 1: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/1.jpg)
Taste of Russianational promo-campaign
![Page 2: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/2.jpg)
![Page 3: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/3.jpg)
Home made Letcho Potato with dill and butter
VS
![Page 4: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/4.jpg)
1000 000votes by Russian people
The challenge was ambitious:
![Page 5: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/5.jpg)
![Page 6: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/6.jpg)
Casting videosAs a first step of our campaign
we leaked some
with fake ‘Taste of Russia’ pretenders
![Page 7: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/7.jpg)
Website and YouTube channel
Then we’ve launched voting platform on the
with growing jackpot number
![Page 8: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/8.jpg)
Vote for new taste of Russia
With simple mechanics:
and guess how many votes will get the winner
![Page 9: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/9.jpg)
And there was a trainthat crossed our country in 10 days receiving Skype calls on its way
![Page 10: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/10.jpg)
Support your favourite taste
To increase engagement we started competition:
by showing your own talent!
![Page 11: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/11.jpg)
1351 518votes during whole campaign
So, we get incredible engagement numbers of
![Page 12: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/12.jpg)
6+ mioviews on
![Page 13: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/13.jpg)
15+ miocoverage on
![Page 14: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/14.jpg)
71mioof free PR
![Page 15: Lay's brandnew](https://reader034.vdocuments.site/reader034/viewer/2022051109/5479af46b379595e2b8b47cd/html5/thumbnails/15.jpg)
Meet the new taste of Russia!