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...