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How can we create a strong emotional bond between Smiths and its customers? The main focus of the activation was to build traffic to the new website.
In addition, Pepsico wanted social media sites (such as Facebook, Netlog, Twitter, ...) to play an important role, and buy online media tools to increase visibility and participation.
We decided we'd have Smiths throw one big party. Everyone who becomes a 'Smiths family member’ has a chance to win an Apple iPad. You can do a fun quiz to find out 'which Smiths chips' you are. Every participant uploads a profile picture, and is then featured on the website for the duration of the campaign (6 weeks). All the profile pictures 'fly' out of the bags of chips that turned out to be their favourite.
We also built a product rotator, neatly displaying all the different Smiths products, with detailed information about each product.
In addition, we set up a Facebook page, where Smiths related news is published and customers can post comments. In a few simple steps, visitors can create their submission and share the site with their friends.
The campaign scored very good results. In total there were close to 40.000 unique visitors, and a grand total of 15.000 participants.
