Frito-Lay Facebook Campaign

This example comes to us from ClickZ (link here).  Frito-Lay is using Facebook as the hub for a contest that supports their Fiesta Bowl.  The contest consists of two teams, one from OSU and one from UT — the teams in this years Fiesta Bowl, competing for $100,000 in scholarships for their school.

How they used Facebook

The goal appears to be to extend Frits-lays investment in the Fiesta Bowl to give fans a new way to interact with the brand.  Frito-Lay purchased ads targeted to potential schools that might be in the Blow prior to the final teams being determined.  Facebook has an extremely powerful ad targeting capability that allows for ads to only be displayed to students at schools that might be in the bowl.  Once OSU and UT where selected the ad buys focused on those schools.  The ads prompted students to become “Fans” of groups set up on Facebook.  Once a visitor was a fan they had the opportunity to enter to become members of the finalist teams.

The Results

As of today, the main Facebook fan site for “Tostitos Race to the Bowl” has 13,394 fans and 405 wall posts.  The ClickZ article says that the received over 1000 submissions into the contest.  I don’t know the amount they spent on Facebook ads to drive the traffic to the fan page.

Thoughts

• The big take away for me is the use of Facebook to connect to an existing social note.  When looking to do use Facebook or any other Social Media it is very valuable to connect to an existing meme.  In this case College Football.
• Also of note in this article is the use display ads.  As I have stated before it is not enough just to throw something up there and hope for the best.  You need to seed the program with an ad buy either directly on Facebook or through Facebook applications.