Frito-Lay has launched its first Web3 campaign to promote the launch of three new flavors during the FIFA World Cup.

Packaging for the new Lay’s Adobadas, Lay’s Bacon Wrapped Jalapeño Popper and Lay’s Wavy Carnitas Street Tacos comes with a QR code that fans can scan to win soccer-inspired merchandise and prizes, including a trip to the Copa Final FIFA World Cup 2022.

“Soccer is the fastest growing sport in North America, and with snacks so intricately tied to the home viewing experience, now is the perfect time to get into the game and offer our consumers new ways to enhance their experience.” of the FIFA World Cup,” he said. Tina Mahal, Senior Vice President of Marketing, Frito-Lay North America, in a sentence. “As teams from around the world compete in the FIFA World Cup, we wanted to offer a way to connect fans with their love of the game and love of snacks, to generate even more smiles during the tournament.”

The PepsiCo brand has printed QR codes on more than 200 million Frito Lay snack bags, and customers simply have to scan them to participate in the experience. Fans can put their photo on a giant 3D golden ball that shows people from all over the world. Consumers can share their image and name and end up next to one of the celebrities at the ball. The first 350,000 people to sign up received an NFT with their likeness on it. Seventy percent of the people who signed up for this program have returned daily to participate in the campaign.

“They were looking for new and improved ways to engage with their customers,” he said. brian wallace, Marketing director of empty, the platform used to build the Web3 experience. “We can track and target as well as you could with cookies. With the disappearance of cookies and new Apple policies, this is causing a real crisis for marketing organizations. Frito-Lay saw what we’re doing on Web3 as a potential solution to this. The solution is how to reach your followers and customers, get them to interact with you, and then have a continuous communication channel, where you can reward and incentivize them for weeks, months, and years to come. Customers choose to engage with PepsiCo and Frito Lay because they are rewarded for doing so.”

“In this case, it was about prizes and rewards related to the FIFA World Cup,” Wallace continued. “But after the World Cup, it could change to something else. It could be the Super Bowl or it could be different prizes. The point is, you get ongoing rewards through this Web3 solution for engaging with this brand, which is really very different than, say, following them on Facebook and then getting relentless advertising.”

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