Lay’s and the UEFA Champions League campaign

Lay’s, an official sponsor of the UEFA Champions League, ran a month-long campaign from the end of March. The prize was an all-expenses-paid trip to Turkey for the final. The job underneath it was to drive sales and to learn something about the people who bought.

How people entered

• They heard about it across the campaign’s own channels.
• They bought Lay’s from a participating store.
• A QR code or a social link opened the WhatsApp line.
• They photographed the till slip and sent it for a check.
• They answered a few short questions, which enriched the database and completed the entry.

What the check made possible

• Only a legitimate slip became an entry, so the trip sat behind a real purchase.
• The extra questions added demographic and behavioural data, not just a phone number.
• WhatsApp kept it simple, and the rich media in the chat gave people a reason to stay.

Reasons to open the chat again

• The UEFA Champions League schedule, inside the campaign.
• A score prediction, which could earn another entry.
• Fan of the week: a photo of a pre-game setup.

Reporting followed opt-ins, message engagement and how many people finished the extra questions. Verifying the slip, enriching the data and keeping the conversation on WhatsApp boosted sales and tightened the relationship with the people who snack. A later Lay’s promotion, Snap & Win, is a different campaign, with its own figures, at Win with Lay’s.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.