Walkers Crisps Social UGC & Live Stream Campaigns
Social hashtag and live stream campaigns powering Walker Crisp fans to pick the next great flavor with #ChooseOrLose, win a year of groceries via #WinLive, declare themselves Spice Girls' #BestEverFan or reveal their secret #SnackStash.
OVERVIEW
PepsiCo and Walkers have turned to Telescope on multiple occasions to power social hashtag, UGC and live stream campaigns often with a sweepstakes pay off. Whether it be powering Walker Crisp fans to pick the next great flavor with #ChooseOrLose, win a year of groceries via #WinLive, declare themselves Spice Girls' #BestEverFan or reveal their secret #SnackStash - Walkers always knows Telescope knows how to engage and activate a social fan base.
HOW IT WORKED
Using Telescope’s social content moderation platform, entries were pulled in from across Facebook, Twitter, and Instagram. Entries were driven by on-air promotion and a range of both organic and promoted posts across each platform. Telescope was able to advise of best practice on entry parameters to increase engagement whilst still adhering to PepsiCo’s entry requirements.
The #ChooseOrLose campaign utilized Telescope’s Hashtag Vote for Facebook and Twitter, and let fans decide via hashtag which crisp flavors would stay and which would be replaced.
As part of Walkers ‘Win Live’ campaign with ITV, the brand worked with Telescope to create an engaging Facebook live stream to bring further awareness to the competition and activate their fans online. Viewers had the chance to win a year’s worth of groceries live by commenting #WinLive during the stream.
For #BestEverFan, Walkers and The Spice Girls set out to find just that...their Best Ever Fan! Using the branded hashtag and tagging Walker's twitter account, the fans were encouraged to send content of singing, dancing, whatever it takes to prove they are truly the number one fan and deserved an exclusive VIP experience.
And most recently, Walkers powered a competition via CONNECT Social Moderation to collate entries across Facebook, Twitter, and Instagram using #SnackStash. The campaign premise was that everyone has their secret snack hiding place. Participants were encouraged to share theirs for a chance to win.
KEY FEATURES
Using Telescope’s CONNECT moderation platform, entries were pulled in from across Facebook, Twitter and Instagram. Entries were driven by on-air promotion and a range of both organic and promoted posts across each platform.
Key Features of Social UGC Campaigns:
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For hashtag focused campaigns, unique hashtags such as #chooseorlose or #BestEverFan to create a viral campaign for focused branded trending across social platforms
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Users have been able to participate through a variety of social media platforms, allowing their audience to utilize whichever platform they most frequent.
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On Facebook, votes cast by commenting on Walkers’ Timeline, or in specific posts on Walkers’ Page.
Key Features of Live Stream Sweepstakes:
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Interactive Q&A
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Call to action to win prizes
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Countdown clock
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Instant Win – winners were announced live
RESULTS
LIVE STREAM RESULTS:
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Walkers reached a 50% engagement rate on Facebook
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The stream generated over 60,000 views
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Total number of engagements (comments, reactions and shares) was in excess of 36,000
PRODUCTS USED FOR THIS CAMPAIGN
