THE PARTICIPATION GAME

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On-demand car service Uber recently teamed up with Lay’s Potato Chips for a promotion showcasing their new bike messenger offering, UberRUSH. Users in New York City who entered the promotional code ‘LAYSPICNIC’ unlocked picnic basket delivery featuring Katz’s deli sandwiches, Aquafina Water, pickles, oranges and, of course, two bags of Lay’s chips from the Do Us a Flavor campaign that is running concurrently. This collaboration gave Uber great visibility as they move to disrupt traditional courier services while encouraging urban picnickers to participate in Lay’s successful campaign.

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