BBDO teamed up with Imosion to launch the first truly social regional campaign in the Middle East and the first campaign in the region to utilize social influencers as key players. We undertook the challenge to bring Arabs the chance to choose their favorite Lays flavor from around the world. We went on an epic mission to send social influencers from around the Arab region to Tokyo, Barcelona, Mexico City, Cape Town and Rio de Janeiro to face our Flavor Cup challenges. In this reality web series, each country team had to compete against each other to win the hearts of the Arab viewers who were following the series. The series aired online and on TV. Imosion managed all international and local production to bring this series to life. Over 2.5 million Arabs cast their vote for their favourite flavour.
This marked a big achievement for digital marketing in the Middle East where using social figures and brand endorsements is rarely, if ever implemented. The social content generated from these activities was used to engage with followers and encourage social voting. It is worth noting that every flavor had both an Arabic and English hashtag allowing for larger reach.