To generate awareness and excitement for Tostitos Party BLVD across the Phoenix metro area, and get people talking about the biggest party in America, we unveiled larger-than-life Tostitos art installations in two of the most highly trafficked malls in the area. The installations drive engagement by inviting the consumer to ‘complete’ the art. To promote sharing and conversation across social media channels, consumers are also encouraged to take pictures and share their “masterpieces” with the #PartyBLVD hashtag for a chance to win a year’s supply of chips and dip.
Tostitos is also one of the first brands to incorporate seamless mobile engagement through the use of iBeacons. Through iBeacons placed at the art installations, the ASU campus, light rail locations, sports bars and other high traffic areas, we are pushing coupons and promotions triggered by users’ locations to drive awareness of PartyBLVD.
Kudos to my team members Ashwin, Liza & Dana, a.k.a. the Frito-Lay “bold” marketers, for pushing the 10 in “70-20-10” (70% tried & tested, 20% validated new, 10% inventing-the-future “new”)