Content marketing

8 Reasons why Lay’s do us a flavor is brilliant

The contenst makes it interactive
The four contestants will use their social media circles to spread the word. Thats free and authentic endorsement by brand advocates
The contest encourages trial. And trial increases sales
At least one crazy flavour names invites talk and word of mouth
The four finalists are from NL, ON, AB, and BC making it regionally diverse and a Canada wide campaign
By encouraging comments, bot hgood and bad about the flavors online, the company allowed their customers a voice
The campaign harnesses a seamless integration of online social media and traditional print/tv
Boosts sales in a mature and competitive category.

Part of the marketing strategy
Involves decisions regarding controllable variables
Management of the marketing mix helps give firms an advantage over competitors
Successful companies offer at least one dimension of hte marketing mix that surpasses all competitors.