Ruffles: TWEET THE HEADLINE

Credits & Description:

Advertiser: PEPSICO
Agency: OMD
Category: Best Use of Print
Advertising campaign: TWEET THE HEADLINE
Pepsico Brand Team: Pepsico Brand Team (Pepsico)
Playmaker Sports And Entertainment Team: Playmaker Sports And Entertainment Team (Playmaker Sports / Entertainment)
OMD Turkey Pepsico Team: OMD Turkey Pepsico Team (OMD Turkey)

Strategy
With new Ruffles’ ‘football fans’ packaging, we aimed to seize the football game experience and increase the sales. Football, was a 'passion platform' and apart from a TV copy that would be aired to build awareness, we had to create a ‘consumer engagement’ platform which will allow the football fans to share their feelings and experiences.The target group is who are either somewhat interested in or fanatically addicted to football. There were a lot of major brands sponsoring football and we had to find a way out with a limited budget.Our audience had a clear media mix: heavy online,football newspapers and sports TV. The question was: how can we use this mix to maximise the effectiveness in a mega cluttered world? In the world of social media, the target audience consume the content during and just after the game and the 'real power' to set the 'agenda' belongs to them.

Execution
We launched a 'tv-social media-press' platform with a simple slogan calling our audience - 'tweet tomorrow's headline'The mechanism was simple: during the game, the fans would tweet their 'headline' recommendation for tomorrows sports paper, and the selected one would be published on the real paper. •Offline communication•Before and during the football games, the project mechanism and hashtags #bENimManşetim (#myheadline) were announced by narrators and commentators of the game. Advertorials were used s started three days before the main game. Affinity based plannig was done on TV. •Deals were made both with sport channels and teams’ TV channels to promote the activity.to build the link between the Ruffles new football packaging and the activity.These announcements continued during the games promoting #bENimManşetim with TV banner ads. •‘Promoted trend’ on Twitter was used to drive trafficProject's main message was ‘Ruffles is making the fans’ voices heard.

Effectiveness
In December 2012, offline communications successfully reached 11 million people within our target group in two weeks. The days after each game, one of the tweets with #bENimManşetim was chosen to be put as a headline on the newspapers Fotomaç and Takvim. These headlines successfully reached 600.000 people.With #bENimManşetim hashtag, online communications including mobile applications and twitter achieved: 15M trend impressions, 85,000 promoted trend impressions, 30.000 trend mentions, 2,000 new followers and 30,000 tweets. This campaign created an increase in total Ruffles’ sales by 18% compared to last year’s the same period.