Potato Chip Mobile Ad Experience
This project was a really fun opportunity to work with the annual Lay’s Do Us a Flavor campaign, where people submit new ideas for potato chip flavors and the public votes for a winner. After developing mock-ups to pitch an engaging mobile ad experience, I worked directly with the Frito-Lay team to design and build out the UX, interaction, and visual design of the project.
Target audience
Snack food customers within proximity of select grocery store locations.
Business goal
To raise awareness of the new chip flavors and drive sales and engagement with the contest.
User goal
To learn about the new chip flavors and easily find them at a nearby store.
Outcome
Overall first-action rate of 0.58%, well exceeding the industry average of 0.28%.
Process
Working with the client
After reading the creative brief to learn about the campaign objectives, I worked with the Lay’s brand guide to develop the look and feel for this campaign. I supplied mockups to the client and worked with them to tighten up the visual elements along with the copy. Once the mockups were approved, I added animation to the banner and expanded panel in order to bring the experience to life for users.
In order to help humanize the brand and make an emotional connection with the user, we highlighted the personal stories behind the flavors and the contestants who thought of them.
User experience
The banner opens with HTML 5 animation flowing through product shots and brand messaging, ending with a CTA to expand to the panel.
The panel features a gallery of the three contestants and flavor stories. When tapping on the Vote Now button, the user is taken to the Lay’s landing page to participate in the contest.
The bottom portion of the panel features a dynamic map. Based on the user’s location, the closest Lay’s retailer is highlighted; when the user taps the map, Google Maps opens with directions.
Results
The campaign performed well, with data indicating strong user interest in engagement.
- The overall first action rate was 0.58%, well exceeding the industry average of 0.28%
- The average post-expansion interaction time was 16 seconds
- The ad drove a total of 144,618 secondary interactions, including 133,964 gallery swipes, 5,381 Vote Now clicks, and 5,273 store locator interactions