Our creative idea was therefore a bait on mobile which could be discovered by engagement on social media. We decided to hide the most desired ICC Cricket World Cup tickets for our fans inside Google Maps and let them discover and claim it through interactions with our Lay’s Twitter handle.

So we combined the social networking power of Twitter with the utility of Google Maps and created an uber-cool mashup application to engage our TG.

Presenting ‘Ticket Ka Game’ (Game of Ticket) – a virtual treasure hunt for a World Cup Ticket to watch the Finals live where we the tickets to the World Cup were HIDDEN INSIDE GOOGLE MAPS.

1)Targeting Precision: We real-time targeted twitter audiences using keyword targeting and introduced ‘Ticket ka Game’ without the word Lay’s to ensure higher engagement via minimal brand push.

2)Technological Disruption: We brought together two giants – Google and Twitter to create a first-ever technological mashup using their APIs to create a destination that’s unique, practical, and fun. Here the progress of the Treasure Hunt was directly linked with the online chatter of the campaign & a LIVE leaderboard showed the user progress along with others on the map

3)Mega Reveal – The top scorers to unveil the location on the Google Maps were then shortlisted for the next leg to happen on-ground.

4)Culmination – The top scorers had to make it to the revealed location by a particular time on a first-cum-first-served basis. We further created obstacles for them and engaged them through tasks basis the clues they revealed.

We fused the social networking power of Twitter and linked it with the functionality ease of Google Maps which ensured a huge spike of conversations on our hashtags WITH NEGLIGIBLE PAID PUSH.

-Engaged over 3.3 million consumers with 27.7 million reach

-On social media, the sentiment analysis increased from 70% to 99% +ve and we created 1 million conversations online.

-The avg time spent an on the app was 6 hours and we garnered 409 million exposures

-Brand Love grew by 30%

-Great Taste grew by 21%

-Lays grew in market share - volumes rose by 13% v/s 8% for Potato Chips category

-Frequency of Consumption went up by +1pp

-And got a free PR coverage.

-And best of all, Lay’s was the most talked about brand on social media amongst all the ICC sponsors.