Lay’s Launches Uefa Champions League Campaign

Lay’s has launched a 360 marketing campaign to engage fans across Europe and encourage customers to show their support by cheering for their favourite team as the second round of UEFA Champions League group games kick off this evening (Tuesday). 

The campaign – activated by IPG’s Team United – encompasses PR, experiential, ATL advertising, digital out of home, retail point of sale and a Snapchat lens. Lay’s has also introduced a new range of ‘cheer for your favourite’ packs which are available across Europe, in Belgium, Denmark, Finland, Iceland, Italy, Netherlands, Norway, Spain and Sweden. The brand is calling for fans to share their cheers by uploading selfies with packs to social media to be in with the chance of winning UEFA Champions League prizes.

To further engage fans, Lay’s will be introducing a SnapChat lens which will allow participants to select one of Lay’s new crisp pack-designs to match their team’s shirt colour. Other animations such as beards, brows and face paint can then be added. The Lens layers the effects to give the impression that the participant is wearing their team’s shirt against the backdrop of a busy football stadium.

A social video featuring shoppers having fun with an augmented reality poster at a busy mall in Madrid will also be rolled out to support the campaign. The execution mimics the Lay’s SnapChat lens with the video capturing participants using the touch-screen poster to create hilarious football themed ‘Cheer of Champions’ selfies for social sharing.

Lay’s will also be giving fans a chance to see their cheers in lights with a projection of a digital mosaic consisting of all of the selfies in Eindhoven, Netherlands on 1st November and Madrid, Spain on 2nd November.

Adam Warner, head of UEFA Champions League sponsorship, PepsiCo said: “We have created an exciting campaign to bring our Lay’s ‘cheer for your favourite’ packs to life and engage fans in an entertaining and eventful way. We are harnessing the excitement and passion of the UEFA Champions League to create a fun and memorable campaign.”