Lay’s is on the hunt for the next great potato chip flavor and wants your ideas. The “Do Us A Flavor” contest invites you to submit potato chip flavor ideas for the chance to win $1 million in grand prize money or one percent of your flavor’s 2013 net sales (whichever is higher).
To launch the contest, TMA worked with PepsiCo’s Frito-Lay division to create its first-ever pop-up store in New York City’s Times Square – a place known for bringing unique flavors from around the world together. At this one-of-a-kind Lay’s flavor destination, consumers can sample up to 20 existing Lay’s flavors and learn about unique Lay’s potato chip flavors from around the world. Actress and restaurateur Eva Longoria, and Food Network’s chef Michael Symon will be on site encouraging fans to submit their winning flavor ideas.
From now until Oct. 6, you can share your flavor inspirations on the Lay’s Facebook page
OR by texting your idea to ‘CHIPS’ (24477), with the winning flavor being revealed in 2013, the year Lay’s – America’s most-loved potato chip brand – celebrates its 75-year anniversary. Fans are asked to provide their flavor name, up to three possible ingredients and a 140-character description or inspiration for their flavor.
Other social media tactics include Lay’s “Do Us A Flavor” Facebook app where consumers select their favorite flavors by clicking an “I’d Eat That” button (rather than the Facebook Like button), and share their voting activity back to the Facebook community while interacting with other contestants in head-to-head “flavor showdowns.” There’s also Chef Michael Symon’s “Flavorizer” app, which scans an individual’s Facebook timeline to recommend unique ingredients.
Finally, the Lay’s flavor store will have a photo op set-up where people can dress up as a chef (hats and aprons) with an oversized $1 million check. Then they can instantly upload it to their and Lay’s Facebook page.
Today’s launch marks the first time the “Do Us A Flavor” contest has been held in the U.S. From the UK and India to Australia and South Africa, consumer-created chip flavors include: Mastana Mango, Walkie Talkie Chicken, Caesar Salad, Chilli & Chocolate, Late Night Kebob and even Cajun Squirrel.