PepsiCo's Frito-Lay snack foods division's rapidly growing Facebook community set the Guinness World Record for "Most Fans on Facebook in 24 Hours," garnering 1,571,161 new "likes" on April 11.
To thank fans, Frito-Lay will give away 24,000 bags of chips made with all natural ingredients. Beginning April 29, the first 24,000 consumers who have "liked" the Frito-Lay Facebook page and registered on a special product giveaway tab will receive a coupon for a free bag of chips valued at $3.99.
The record-setting surge in Frito-Lay Facebook page "likes" on April 11 was sparked by a campaign the company kicked-off that day. That campaign provided a behind-the-scenes look at how Frito-Lay's newest product flavors are made. The primary goal was to get consumers involved in the process, using Facebook as a central hub of activity. Key campaign elements included a replica Flavor Kitchen in New York's Times Square, with live cooking demonstrations streamed to the Frito-Lay Facebook page; a sweepstakes to win some of the Electrolux appliances that were used in the Times Square Flavor Kitchen; targeted media on Facebook; a sponsored integration in Zynga's FarmVille virtual game; and the official launch of a series of online cooking webisodes.
"When we set out to share the latest news around our product portfolio and the culinary inspiration behind our newest products made with all natural ingredients, we wanted to do it in a way that truly engaged our fans in the story," said Ram Krishnan, senior director of marketing at Frito-Lay. "Our fans responded in the biggest way possible—by setting a Guinness World Record for their engagement with us. It's a remarkable achievement, and we're excited to thank the fans who made it possible."