How Frito-Lay masters digital for brand engagement

This event report discusses how Frito-Lay, the snacks division of PepsiCo, has leveraged digital media to deepen its engagement with consumers.

How Frito-Lay masters digital for brand engagement

Geoffrey PrecourtWarc

Frito-Lay most certainly is a digital pioneer. While the rest of the interactive ecosystem was still struggling with the reliability of clickthrough rates as a metric of engagement, the snacks arm of PepsiCo was throwing itself headfirst into the still undefined realm of user-generated content and creating a new kind of brand loyalty that was far stickier than any single visit to a website.

The Doritos "Crash the Super Bowl" campaign has delivered top-of-the-charts viewer engagement for eight years and, promises Ram Krishnan – Frito-Lay North America's svp/marketing...

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