Creative Execution

MAXX challenge, a 3D First-Person Adventure online game, was created to let the player experience and enjoy the adventure of climbing 2 deep-ridged mountain chips representing the 2 flavours of Lay’s MAXX. The challenge is not too easy as the higher the player climbs, the harder and more fun it gets; from the obstacles like the attack from Big Grumpy Birds, to UFO and the special items like Seafood twisters/ MAXX Speed Pigs to speed up the climbing and also the cheering voices from 2 teen-idol presenters of Lay’s. The game also has motion-detected mode activated by webcam.

MAXX Challenge became a new big trends for the Thai via its visual and sounds that enhance the adventure to its max – at the same time, the game helps educate the difference of Lay’s MAXX and other chips through their own experience. • Organic impression of 4.5 million (only promoted via Facebook) • More than 210,000 page views with over 50,000 game played via 20,000+ players • Average time spent on the website is 3.30 minute! • 51,003 total new likes on Facebook, 15,000+ score results shared • 15% participant playing via mobile/tablet

Lay’s has well-established itself as top of the mind, however falling behind in Ridged cuts. With the newly launched Lay's MAXX product, the brand hoped to create awareness of Lay’s MAXX product to the target audience and excitedly introduce the new deep ridge cut into the market. The target, Thai males aged 15 to 25 years old who are fun-activity lovers and gamer enthusiasts, are encouraged to ‘live to the MAXX and play to the MAXX’ that love deep and intense flavour and a crunchier texture for fun and excitement upon chewing. The team was impressed and excited by the first time we experienced the new Lay’s MAXX with its cut, crunchiness and the tastes. Our challenge was to excite the target by its unique attributes. By carefully looking through the slides and the deep ridges, we realized it's not only tempting to eat, but also to climb!