Lay's
Lay’s Scan Buy Win: Bringing football fans closer to the final
Lay’s wanted to give football fans a reason to bring the brand into their UEFA Champions League experience. The prize was a trip to the final in Turkey, with match-related activities giving customers more ways to participate along the way.
Smartslip.ai connected qualifying purchases with competition entries through WhatsApp. The receipt was the starting point, while the football content kept the experience close to the reason fans had joined.
The brief
The campaign aimed to encourage purchases and build a better understanding of participating customers. It needed to combine receipt checks with a football experience that people could use throughout the promotion.
We kept the first action clear: buy participating Lay’s products and send the till slip.
How fans entered
QR codes and social links directed customers into WhatsApp. They submitted a photograph of their receipt, and Smartslip.ai verified the purchase. Valid submissions earned entries into the competition.
Customers also answered registration questions that added information to the brand’s customer database.
The wider experience included UEFA Champions League schedules, score predictions offering additional entries and a “Fan of the Week” activity inviting photographs of pre-match setups.
These activities gave the campaign several points of interest. The trip provided something to aim for, while schedules and predictions connected participation to the matches taking place.
What we delivered
The platform brought receipt verification, entry handling and customer data collection into the WhatsApp campaign. Reporting covered opt-ins, message activity and completed data-enrichment steps.
For Lay’s, the experience connected its football sponsorship with qualifying product purchases. For fans, there was a clear route into the competition and something relevant to explore afterwards.
Our role was to keep those parts connected: the shopping receipt, the competition entry and the football activities. Customers could participate through a conversation on their phone, with purchase validation working behind the scenes.
Make your next sponsorship campaign easier to enter. Contact Smartslip.ai at andrew@brazenlabs.co.za.