Media football in Ukraine: approaches, formats, and tips for brands
read moreLay's Movie
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.
Results
- 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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