How Frito-Lay Set Newest Facebook Like Record

By Ruth Manuel-Logan Comment

Frito-Lay set a Guinness World Record for most fans on Facebook in 24 Hours with 1.5 million new likes on its profile page.

The company — which reigns supreme in snackdom with offerings such as Lay’s potato chips, Doritos, Cracker Jack and Cheetos — garnered fans from April 11 at 2 p.m. until April 12 at 2 p.m. central time.

As a reward to loyal fans for helping set the record-setting surge, on April 29, 2011 at 2 p.m. central, Frito-Lay gave away coupons for free bags of chips to the first 24,000 consumers who liked their Facebook page. The participants had to register on a special product giveaway tab and they would receive a coupon for the chips valued up to $3.99.

The clever media blitz that helped drive consumers to the site was sparked by a campaign that gave people an opportunity to see first-hand how the company’s newest products are made. A test kitchen was set up in New York City’s bustling Times Square area.

Live cooking demonstrations by top chefs were streamed onto the company’s Facebook page. Consumers who visited the Frito-Lay Facebook page were able to enter a sweepstakes giveaway of Electrolux kitchen appliances that were used by the chefs at the test kitchen.

The company also gave players of the popular social network game FarmVille the opportunity to harvest sponsored-in game crops for the chance to earn exclusive virtual goods.

Frito-Lay whose headquarters is in Plano, Texas and which announced earlier this year that by the end of 2011, fifty percent of its product line will be made with all-natural ingredients, beat out the previous Most Fans on Facebook in 24 Hours record-holder rapper Lil’ Wayne, who racked up 588,243 likes on February 15, 2011.

Crunch, crunch! What do you think about Frito-Lay’s strategy?