We launched a 'tv-social media-press' platform with a simple slogan calling our audience - 'tweet tomorrow's headline'

The mechanism was simple: during the game, the fans would tweet their 'headline' recommendation for tomorrows sports paper, and the selected one would be published on the real paper.

• Offline communications started three days before the main game. Affinity based plannig was done on TV.

• Deals were made both with sport channels and teams’ TV channels to promote the activity.

• Before and during the football games, the project mechanism and hashtags #bENimManşetim (#myheadline) were announced by narrators and commentators of the game. Advertorials were used to build the link between the Ruffles new football packaging and the activity.These announcements continued during the games promoting #bENimManşetim with TV banner ads.

• ‘Promoted trend’ on Twitter was used to drive traffic

Project's main message was ‘Ruffles is making the fans’ voices heard.

In December 2012, offline communications successfully reached 11 million people within our target group in two weeks.

The days after each game, one of the tweets with #bENimManşetim was chosen to be put as a headline on the newspapers Fotomaç and Takvim. These headlines successfully reached 600.000 people.

With #bENimManşetim hashtag, online communications including mobile applications and twitter achieved: 15M trend impressions, 85,000 promoted trend impressions, 30.000 trend mentions, 2,000 new followers and 30,000 tweets.

This campaign created an increase in total Ruffles’ sales by 18% compared to last year’s the same period.