Lay's Launches A Special 'What's Your Relationchip Status?' Campaign
In the run up to Valentine’s Day 2021, Lay’s, has launched a special and unique digital campaign asking fans across the country to share their RELATIONCHIP status. Titled ‘What’s Your #Relationchip Status?’, the campaign aims to engage with fans of LAY’s across the country using the recently-introduced limited-time flavours, Lay’s Herby Crush and Lay’s Cheesy Love, in distinct and interactive ways.
As part of the campaign, Lay’s has unveiled an engaging and quirky Augmented Reality filter on Instagram, which enables users to find out their relationship - or rather ‘relationchip’ - status in a fun and entertaining manner. Whether one is Single, Committed, in a ‘Long Distance’ or ‘Complicated’ relationchip – users can find out their ‘relationchip’ status by simply answering some ‘herby’ and ‘cheesy’ questions on the new interactive filter.
The filter uses gestures to present users with a series of quirky questions and two options for them to choose from. The users select the desired option by tilting their head to select their preferred answers. At the end of the questions, the filter will reveal the ‘relationchip’ status of the user.
Further, Lay’s is also engaging with over 3000 micro influencers and bring alive the proposition of ‘What’s Your #Relationchip Status?’ on social media. Taking cue from the one-of-a-kind hampers shared with them, influencers will flaunt their ‘relationchip’ status using the new flavours with their friends and followers.
Sharing her thoughts, Shailja Joshi, Associate Director, Potato Chips Category, PepsiCo India remarked, “After delighting our consumers with the launch of Lay’s Herby Crush and Lay’s Cheesy Love, we were further encouraged to curate a memorable experience leading up to Valentine’s Day. The youth of today rejoices in expressing and sharing their feelings on social media platforms. Becoming a part of their celebrations, we at Lay’s are excited to offer them interactive ways for sharing their 'relationchip' status with the world - using the AR filter along with the limited edition flavours. We hope that consumers across the country enjoy these innovations and celebrate this Valentine’s Day in a truly ‘herby’ and ‘cheesy’ way.”
With consumers, fans and influencers ecstatically sharing their ‘relationchip’ status and trying out the AR filter on Instagram, the campaign has seen an engagement of 5 million, reaching 12 million people so far.
To try the filter, click on this LINK.