Documenting Happiness

Frito-Lay uses Flickr to get customers to engage

This from BrandWeek:

Snack brand Lay’s is tapping a somewhat unexploited social media outlet—photo-sharing site Flickr—for a new push asking consumers to document their happiness.

This month, the Frito-Lay brand is asking consumers to submit photos of themselves—or family members and loved ones—enjoying life’s happy moments, be it surfing or mixing cookie batter, in a digital push called “The Happiness Exhibit.”

Using Flickr, consumers can upload photos around specific themes such as Mother’s Day or American summers on The Happiness Exhibit portion of its site. Lay’s will then run some of these photos in double-page spreads in upcoming issues of People magazine. The Mother’s Day submissions, for instance, appear in the May 10 edition. The campaign will also extend to include photos on the backs of Lay’s packaging this summer as well.

An excellent use of social media, photo sharing and blending online and offline media to promote the brand through user content. And potato chips… Yum!

— The Team

(Image by adison from the Frito-Lay “Happiness Exhibit” on Flickr)