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celebrities13h ago
Lay’s uses WhatsApp to create a group chat for World Cup fans
- Lay’s launches a World Cup watch party on WhatsApp Channels to reach global fans and gather first-party data.
- The WhatsApp channel is a one-way broadcast, open to all but limited to likes and shares, with guides and quizzes for engagement.
- Lay’s emphasizes first-party data to understand flavor preferences and team affinity for better sports marketing integration.
- Industry observers note live sports remain a high-value advertising area despite market saturation.
- Executives see sports marketing shifting from sponsorships to participatory activations inside fan culture.
- Lay’s aims to convert fan moments into broader brand relationships beyond broadcast.
- The campaign leverages celebrity participation to drive engagement within the World Cup chat.
- Lay’s built on DiS continuation of events from Super Bowl to World Cup under its campaign.
- The initiative positions WhatsApp as a fan-engagement and data-gathering channel beyond traditional ads.
- Analysts say brands will increasingly participate in fan culture rather than merely sponsor events.
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