Gamifying Snapchat filters to increase engagement.

Problem/Creative Goals: Lays wanted to become more culturally relevant outside of the snack aisle and snack time. They also desired to have something that was buzz-worthy and scalable to social media as well as add to the brand image as being "cool" and up to date with the times. Solution: Many young people use Snapchat already. Why not utilize the apps massive functionality to create a lens that invites earned media and garners social sharing? Also allow customers to interact with and invite the brand into their life outside of snack time. Then offer a simple and fun built in rewards program for those interactions.

Lays-erizer Snapchat lens more than just a Snapchat Lens.

Lays already owns the snack aisle. It's obvious when you walk down a snack aisle.

Lays also pretty much owns snack time as well, but how do you get fans of the brand to invite Lays into their lives outside of snack time and the snack aisle and share tidbits about the brand beyond those times and places?

The Lays-erizer Snapchat lens utilizes the built A/R and object scan identification ability of Snapchat to aid in creating a way for the fans of the brand to take ownership of the brand mark and bring it into their lives as they see fit. This is accomplished by offering a rewards program for sharing Snaps that offers everything from small discounts to huge incentives to drive continued engagement and usage.

As you use the Lays-erizer Snapchat lens and scan function and share your Lays-erized Snaps, you unlock discounts on Lays products and rewards.

Rewards can be redeemed through your registered Lays online account on your mobile device simply by opening your account and scanning it like any coupon would be scanned as you check out anywhere you can purchase Lays products. Registered Lays accounts also aids in easy brand communication from Lays directly to their fans. (EX. polls can be administered, special announcemments can be made, email lists can be created etc.)

The more FUN and CREATIVE the brand mark solution the greater the rewards you may unlock and the greater the discounts you may recieve.

Basic Lays-erized objects may get fans simple discounts and basic everyday swag sent to them.

However getting more creative may unlock a greater rewards. For Example if you were bored at the airport and you just happend to Lays-erize a Japanese Airlines 747...

You may unlock a trip to Japan.

Which is relelvant to Lays because it inspired the special flavor of WASABI GINGER chips.

Anything can be Lays-erized and the posibility cross promotional partnerships and gaining relevance and reach through those partnerships are endless. Additionally a multitude of insights can be gleaned from what fans of the brand are doing when they think about the brand and snacks.

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