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Lay’s Movie

Execution of a comprehensive strategy for Lay's that united streaming platforms, influencers, and large-scale offline performance, generating over 12 million media contacts.
Task
  • Strengthen the association of Lay’s with movie-watching moments.
Implementation

Act One — MEGOGO:

  • Personalized quiz
  • Branded video before films
  • Giveaway
  • Curated movie selection paired with favorite Lay’s flavors

Influencers, Wave One (digital):

  • 8 influencers became the faces of the campaign
  • Shared the quiz and their own “movie moment”
  • Immersed the audience into the format

Influencers, Wave Two (offline):

  • 14 influencers invited audiences to visit the brand zone at Respublika Park Mall
  • Activities included: quiz, Lay’s atmosphere
  • The offline event was also hosted by an influencer

Brand’s social media:

  • Supported the narrative through Reels, Stories, and giveaways
  • Additional reach on Telegram and in media

Offline finale:

  • LED video on the mall facade acted as a “premiere trailer”
  • The brand zone became the final destination where the audience lived the story in real life

This was a cross-platform synergy, where influencers drove communication forward, building a bridge between digital and reality.

Result
  • Total reach exceeded 12 million contacts
  • On MEGOGO — nearly 7 million interactive quiz impressions
  • Influencer content on TikTok and Instagram gained over 3.5 million views, generating engagement and conversations
  • Brand’s SMM communication reached 1.7 million users
  • PR in Telegram delivered 368,000 contacts, creating an information backdrop and boosting awareness
  • OOH (LED screen at the mall) reinforced brand visibility in the urban environment ahead of the main activation
  • Offline zone at Respublika Park Mall gathered 1,050 participants, became the #1 photo spot during the holidays, and made Lay’s a physical part of the emotional experience

Creative agency Vivid

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