Home  › Marketing › CPG
fritolay-chips

Frito-Lay Thanks 1.5M New Facebook 'Likes' With Bag of Chips

  |  April 29, 2011   |  Comments

PepsiCo keeps the pedal down on social media marketing.

In case there was any lingering doubt, it should now be abundantly clear that PepsiCo thinks social media is all that and a bag of chips.

The beverages-and-snacks company said this morning that its Frito-Lay brand attracted 1.5 million new Facebook "likes" on April 11 alone. PepsiCo is thanking those people today by letting 24,000 "likers" claim a free bag of chips on a first-come first-served basis on Frito-Lay's Facebook page.

Starting at 3 p.m. ET, a product giveaway tab will appear on the brand's page, where viewers can receive a freebie coupon. Frito-Lay, a brand that's based in Plano, TX, says the chips normally retail for $3.99. Its social media team posted about the giveaway in its Facebook newsfeed today, but at press time hadn't tweeted the offer to its 10,300 Twitter followers.

Yesterday, PepsiCo introduced "social vending machines" that let people buy friends a soda pop and then send it in the form of a mobile voucher. The machines come with a touch keyboard that lets users enter a friend's mobile phone number, name, and personalized message. A built-in camera lets them include a video with the gifting message.

How many machines exist in the pilot and where they are located has not been revealed. PepsiCo launched the initiative with a YouTube video, which can be watched below.

Both the Frito-Lay giveaway and social vending machines highlight the Purchase, NY-based company's continuing commitment to social media. Some have questioned its social fervor in the wake of a Beverage Digest report last month suggesting the company's flagship brand, Pepsi, had fallen to third place behind Coke and Diet Coke. Pepsi - known for its Refresh Everything goodwill campaign and a bevy of social media efforts - had ranked second for decades in that sales category.

B. Bonin Bough, PepsiCo's global director for digital, recently told ClickZ that singling out his company's social media marketing efforts for the fall to third place was wrong-headed.

"The whole point of integrated marketing is that it's never one thing over the other," he said. "The people who are going to see continued success with [social media] are going to believe in integration. It's not about isolation."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...