Frito Lay launched a new social media campaign in August as an effort to drive awareness to their new flavor, Spicy Ketchup. The chip manufacturer recently launched a Facebook campaign to help increase their Facebook likes by offering out coupons for free 75-gram chip bags.
This Facebook initiative was one of the first Facebook advertisements conducted by Frito Lay, and the company successfully achieved their target object of 50,000 likes (in just one week). The company currently sites at 2.2 million Facebook likes.
Chaudia Calderon, senior marketing manager, comments on the campaigns success: “The speed with which it got there was definitely a surprise for us.” Calderon attributes much of the campaigns success to the fact that the promo was picked up and promoted by such daily deal and freebie sites as SimplyFrugal.ca and Smartcaucks.com
The new social media campaign was intended to help the company increase their penetration rate of the new Spicy Ketchup flavor. While the free chip portion of the campaign has concluded, Calderon said the Facebook page will still be active as a communication tool for the Ruffles brand before becoming a significant “engagement tool” for the brand in 2012.