Lays is once again on a path to find the newest potato chip flavor with its popular consumer-contest, “Do Us a Flavor” campaign.
In addition to several major media placements, the company is partnering with a newer mobile-messaging app, Yo, to spread its call-to-action campaign to a younger consumer audience. Yo prides itself on being a content provider rather than a content creator, so it gives brands an opportunity to extend the reach of a message through push notifications. Lays will use Yo to showcase existing digital creative as well as cross-promote social content to spread the campaign in a non-traditional manner. As a younger app, Yo has a lot to prove in the content/messaging game if it wants to continue brand partnerships in the future.