{"id":221,"date":"2011-01-06T12:07:42","date_gmt":"2011-01-06T12:07:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/lays-doet-aan-crowd-sourcing\/"},"modified":"2011-01-06T12:07:42","modified_gmt":"2011-01-06T12:07:42","slug":"lays-doet-aan-crowd-sourcing","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/lays-doet-aan-crowd-sourcing\/","title":{"rendered":"Lay\u2019s doet aan crowd-sourcing."},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" style=\"margin-bottom: 20px;margin-right: 10px\" title=\"\" alt=\"\" align=\"left\" width=\"200\" height=\"133\" src=\"\/sites\/default\/files\/spacer.png\" \/>In de nieuwste marketingcampagne van Lay\u2019s, het chipsmerk van PepsiCo, combineert het merk handig enkele van de meest belangrijke consumententrends. Door consumenten een eigen smaak te laten uitvinden, speelt Lay\u2019s in op trends van individualisering, interactie en klantenengagement.<\/p>\n<h2>Maak je smaak.<\/h2>\n<p>De \u2018Maak je smaak\u2019 zoektocht van Lay\u2019s is een internationale campagne waarbij consumenten van een land worden opgeroepen zelf een smaak te cre\u00ebren voor de chips. Wie wint, krijgt 25.000 euro en 1% van de omzet. <\/p>\n<p>\u00a0<\/p>\n<p>De wedstrijd wordt bovendien met heel wat poehaha omgeven. In de traditie van succesvolle kookprogramma\u2019s wordt een jury van beroemde topchefs samengesteld (in casu Wout Bru van Maison Bru en Lionel Rigolet van Comme Chez Soi) die moeten keuren. Er wordt zelfs een element van nationale trots aan de campagne toegevoegd.<\/p>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" style=\"margin-top: 10px;margin-bottom: 10px;margin-left: 10px\" title=\"\" alt=\"\" align=\"right\" width=\"156\" height=\"200\" src=\"\/sites\/default\/files\/spacer.png\" \/>Lay\u2019s doet precies waar de consument tegenwoordig gek op is : het gaat de dialoog aan met de consument om hem\/haar letterlijk een product naar eigen individuele smaak te schenken. Klanten worden gestimuleerd om zich op de meest actief mogelijk manier te engageren voor het merk. De consument \u00ab maakt \u00bb het merk zelfs met deze actie. Kortom, een knap staaltje conversation management en doorgedreven crowd-sourcing.<\/p>\n<h2><font size=\"3\">Patatje Joppie d\u00e9 smaak van Nederland.<\/font><\/h2>\n<p>Bovendien slaagt Lay\u2019s erin ludieke actie te vertalen naar commercieel succes : Lay\u2019s weet flinke omzetstijgingen te behalen met de stunt. In Nederland vlogen de drie smaken die ginds de finale haalden sinds oktober over de toonbanken. Consumenten konden na het proeven maandenlang stemmen voor hun favoriet. Half december werd Patatje Joppie uiteindelijk tot winnaar verkozen. <\/p>\n<p>\u00a0<\/p>\n<p>Enige nadeel : de chipssoort was quasi onmiddellijk na zijn overwinningszege uitverkocht. Pas half februari zal de smaak weer voorradig zijn. Hopelijk is de aandacht tegen dan niet verslapt. En hopelijk wil de Belgische consument even gretig meedoen.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In de nieuwste marketingcampagne van Lay\u2019s, het chipsmerk van PepsiCo, combineert het merk handig enkele van de meest belangrijke consumententrends. Door consumenten een eigen smaak te laten uitvinden, speelt Lay\u2019s in op trends van individualisering, interactie en klantenengagement. Maak je smaak. De \u2018Maak je smaak\u2019 zoektocht van Lay\u2019s is een internationale campagne waarbij consumenten van [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lay\u2019s doet aan crowd-sourcing. - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/lays-doet-aan-crowd-sourcing\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lay\u2019s doet aan crowd-sourcing. - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"In de nieuwste marketingcampagne van Lay\u2019s, het chipsmerk van PepsiCo, combineert het merk handig enkele van de meest belangrijke consumententrends. 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