In a deal brokered by Walkers' media agency, OMD UK, Yahoo! has built a bespoke video channel, ‘Do us a flavour TV', hosting video content fronted by Gary Lineker, and featuring Fearne Cotton.
Six of Yahoo!'s channels, including Yahoo! Mail and Yahoo! Eurosport, will each take on one of the finalist flavours - Chilli & Chocolate, Fish & Chips, Onion Bhaji, Crispy Duck & Hoisin, Cajun Squirrel and Builder's Breakfast - to support over the coming months. This will include running takeovers through the duration of the campaign, calling on browsers to watch the videos and vote in the Walkers Flavour election on www.walkers.co.uk.
Yahoo! will feature on more than 50 million promotional packets of Walkers Crisps where consumers will be invited to search for ‘Do us a flavour' on Yahoo! which will then drive them to the video channel, where they can view the campaign content and vote for their favourite flavour.
The ‘Do us a flavour' campaign launched in July 2008 when Walkers challenged crisp lovers around the country to invent a new crisp flavour. The new flavours are on sale now until May 2009, and the creator of the winning flavour will win £50,000, plus 1% of future sales of their winning flavour.
Mark Rabe, vice president and managing director of sales at Yahoo! UK & Ireland, said the campaign illustrates how major FMCG and digital brands can work in partnership.
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