Lay’s uses WhatsApp to create a group chat for World Cup fans
Against a saturated — and more expensive — sports marketing landscape, Lay’s is trying to recreate one of the internet’s most intimate spaces: the group chat.
The PepsiCo-owned snack brand is hosting a FIFA World Cup watch party through Meta’s WhatsApp. The group chat features celebs like Lionel Messi, David Beckham, Alexia Putellas, Thierry Henry, and Steve Carell — all of whom are posting photos, voice notes and messages around the sporting event. The group chat is part of Lay’s broader “No Lay’s, No Game” campaign, which is now in its fourth year.
From Super Bowl to World CupLay’s is fresh off of the Super Bowl season, where some brands shelled out up to $10 million for a single ad slot. This is the first year “No Lay’s, No Game” campaign is being extended to the World Cup as more marketers look to expand their sports marketing portfolio.
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