The newest season of NBC’s The Voice has just begun and Lays is already helping heat up the competition.
Lay’s is teaming up with the singing show and one of its judges, John Legend, for an integrated campaign that will include trivia, a sweepstakes competition, and three limited-edition chip flavors. From March 2 until April 17, fans can visit LaysandtheVoice.com to answer trivia questions to win prizes, with a grand prize including a trip to Los Angeles to attend a live taping of the show. Lays and The Voice are offering a total of forty grand prize packages, giving users many chances to win. John Legend will be the campaign spokesperson, encouraging viewers to log on to the site and participate in the trivia related to that week’s episode.
By collaborating with The Voice, Lays is able to promote it’s re-released chips: Crispy Taco, Hot Sauce, and Wavy Fried Green Tomato—all available for a limited time, which is why the brand is so keen to heavily promote the flavors. Traditionally, Lay’s uses Instagram as its primary promotional channel, according to a Gartner report on the topic, but working with a TV show can help the chip company engage with different audiences. In addition to correctly answering trivia for The Voice, fans can also enter the sweepstakes by entering a code found on the back of the Lay’s flavor bags. Lay’s often uses integrated marketing to reach consumers—it’s “Do Us A Flavor” campaign let customers suggest chip ideas and ended in the creation of Cappuccino and Cheesy Garlic Bread flavors—so working with The Voice to gauge consumer interest in niche flavors is on par with the brand’s marketing.
Lay’s is singing along to The Voice’s musical marketing partnership—while many food brands often compete for engagement digitally, Lay’s is differentiating itself by focusing on its primetime TV campaign.