In order to connect with millennials, Do Us a Flavor was designed so that young adults could participate in the program by doing what they already love to do - create, share and get recognized.

On Facebook, millennials could create their flavor by naming, selecting its ingredients and adding their inspiration. After submitting a flavor, millennials were shown what their bag of Lay’s would look like if produced. This bag art gave them something easy to share on their news feed. And because the bag and flavor was an expression of themselves, they were eager to share.

In the end, Do Us A Flavor garnered 3.8 million flavor submissions, more than tripling the goal of 1.2 million. Beyond that, the program received over a billion organic Facebook impressions and tripled Lay’s Facebook fan base in the United States due, at least in part, to the fact that was it simple for consumers to share an expression of themselves thanks to the custom bag art generated with every submission.

Additionally, Do Us a Flavor received 3.7 million PR impressions and increased sales of Lay’s potato chips by 12%.