Why it worked: The contest provided real value to Frito-Lay's target market, says Kiosha Gregg, owner and digital strategist of Digitize Marketing. The person who submitted the winning flavor receives $1 million or 1 percent of the winning flavor's 2013 net sales, whichever is higher.
Also, "Do Us a Flavor" led participants to purchase Frito-Lay products, Gregg says. This tied into the company's brand better than, say, giving away an iPad.
Bottom line: The campaign succeeded "due to the ease of entering and a great prize, and the brand benefited from all the increased fan engagement. Frito-Lay is currently holding a similar contest in Canada, this time with four flavors.