Have you ever had Chicken and Waffles crisps? What about Smoked Gouda and Chive? Perhaps Truffle Fries?
No? I’m pretty sure you can’t get them in the UK, but if you visited the US in October or early November you could have snagged a bag to bring home. Frito-Lay, the parent company of Lay’s brand crisps (called Walkers in the UK), created the flavours based on the input from consumers during several different contests in recent years. Most of the winning flavours were available for a short time after the contests ended.
But this Autumn, they ran a promotion that re-released the three most favourite flavour combinations based on social media responses (and I imagine previous sales counted too). In order to create excitement around the flavours, the company ran a massive marketing campaign that utilised social media, video, celebrity, and SMS.
In fact, SMS was a central part of the contest.