The Brief

How do you convince die-hard and loyalist potato chip fans to try a new product – while keeping in mind they’re unapologetically extreme teens who love fun activity and gamer enthusiasts? With the newly launched Lay's MAXX product, Lay’s aimed to acquire Thai males aged 15 to 25 to take a crunchy interest with their first Ridged cut label. What lies behind the case is the business objective, to gain a greater share in ‘Ridged’ cuts by successfully converting Testo’s consumers and capturing the attention of ridge cut lovers.

Describe how the promotion developed from concept to implementation

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! Since the core target is the game lovers and they love fun activity, we decided to create the 3D climbing game that features the deep ridges as a mountain and expect the increased engagement primarily on Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.