A free picnic basket was offered to New Yorkers as part of the brand’s ‘Do Us a Flavor’ campaign
Lay’s launched a partnership with Uber in New York City that delivered a free picnic basket to app users. The on-demand picnics were available between 11:30am and 3:30pm on August 15th and 16th to those in Manhattan between 14th Street and 96th Street.
Users could enter the promotional code ‘LAYSPICNIC’ in their app to unlock the Lay’s Picnic option and then request a delivery from an UberRUSH messenger to their location. The recently launched UberRUSH courier service offers fast messenger pickups and immediate deliveries, with the user able to track delivery progress in the Uber app and easily share their item’s location with the recipient.
The free picnic baskets contained two Katz’s deli sandwiches, two bags of Lay’s chips, two bottles of Aquafina Water, pickles, oranges, and a picnic blanket. Uber teamed up with Lay’s to deliver the picnics as part of the potato chip brand’s ‘Do Us a Flavor’ campaign. The on-demand picnics included two of the four campaign finalists, so users could get taste-testing and share their review using the #DoUsAFlavor hashtag to vote for their favorite flavor.
To submit a flavor idea for the ‘Do Us a Flavor’ contest, fans were asked to provide their name, flavor name, up to three possible ingredients, the chip style and a 140-character description or inspiration for their flavor. The four finalists are Chad Scott’s Cappuccino flavored potato chips, Matt Allen’s Cheddar Bacon Mac & Cheese, Meneko Spigner McBeth’s Kettle Cooked Wasabi Ginger, and Julia Stanley-Metz’s Wavy Mango Salsa potato chips.
Consumers can vote once each day until October 18th for their favorite finalist flavor, either online, via Twitter, Instagram or Vine using the hashtags #SaveCappuccino, #SaveBaconMac, #SaveWasabi or #SaveMango, or via text message. The winning flavor will be revealed in November and will remain on store shelves following the completion of the contest.
Two-hundred free picnic baskets were delivered to app users by Uber last weekend. The promotion effectively touted their recently launched courier service as well as Lay’s ongoing flavor campaign.