There were two strategic tasks here in the brief:

1. Own a top-of-mind space when it comes to screentime, especially movies at the cinema.

2. Completely dominate the category of a crunchy snack as a brand. Crunch denotes freshness and flavor, and we needed to highlight that Lay's has the most crunch out there.

We targeted our consumer with a campaign that met both these objectives at the same time.

We figured that a loud crunch is much welcomed by the person eating Lay's, but is an absolute nuisance to those around the loud cruncher, especially in a cinema.

So how do we convince more people to eat crunchy Lay's during a movie? We give them a tool that helps them disguise their high-decibel consumption.

Stage 1: AI based algorithm designed to identify crunch time peaks of a movie. The algorithms worked with custom threshold designed on RMS level of the movie to help analyze upcoming crunchtime.

Stage 2: BLE module integrated and synced with AI crunch time peak values inside ESP32 hardware to notify nearby smartphones about upcoming crunchtime. Default ESP32 libraries designed for BLE device communication were used to configure the hardware.

Stage 3: A custom interpreter designed for smartphones to translate the BLE advertisement packet and notify the user. Core elements to design the interpreter included BLE beacon package and custom notification package that work efficiently.

There were two strategic tasks here in the brief:

1. Own a top-of-mind space when it comes to screentime, especially movies at the cinema.

2. Completely dominate the category of a crunchy snack as a brand. Crunch denotes freshness and flavor, and we needed to highlight that Lay's has the most crunch out there.

We targeted our consumer with a campaign that met both these objectives at the same time.

We figured that a loud crunch is much welcomed by the person eating Lay's, but is an absolute nuisance to those around the loud cruncher, especially in a cinema.

So how do we convince more people to eat crunchy Lay's during a movie? We give them a tool that helps them disguise their high-decibel consumption.

There’s always that one person. The loud cruncher in the cinema. Sometimes it's you who is the loud cruncher and sometimes it's you who is on the receiving end of the high-decibel crunch echoing in surround sound.

One single loud Lay's bite in a quiet cinema often results in passive aggressive stares, scorned looks, judgmental head shakes, and well, regret.

So Lay’s built a digital tool that helped viewers enjoy loud, crunchy snacking, while making sure those around them weren’t disturbed: the Lay’s Cinema Crunch Hack.

This was a mobile tool that alerted you a few moments before a loud scene came up in a film, signaling to you that a safe time to crunch loudly was coming up.

This was one of Lay's most successful screentime activations. We registered an incredible 9.8+pt Brand Lift, along with a 10-point increase in association of Lay's with screentime.

A study of movie-goers who experienced the activation found that 95% preferred to munch on Lay's while watching movies, while we measured a 90% overall consideration for the brand.

Thanks to the activation, Lay's volume growth at the time of the campaign showed a 9% rise compared to YAGO.

We'll definitely crunch to that.