Frito-Lay North America is taking the season head-on with BeSnackReady.com, which currently highlights its many consumer-packaged goods snack products in the context of summer. Launched earlier this year in collaboration with Walmart and being promoted with banners on sites like Shutterfly.com, the microsite was built to give moms value and a convenient place where they can plan activities with family and friends. As such, it features recipes with a focus on grilling and entertaining, lifestyle tips, polls, product coupons, and links to outdoor products on Walmart.com.
Simeon Spearman on 13 Aug 12"Not surprisingly, social media are a major force behind the trend, as advertisers seek creative ways to engage with consumers and harness the energy surrounding major televised events, like this year's Olympics. The real-time ads arrive at a time when social media are playing a newly prominent role in the Games. In 2008, Twitter was still in its infancy; now virtually every high-profile American athlete has an active account on the microblogging site, and by the time they're over, the Games of the XXX Olympiad are expected to have become the most tweeted-about event in history. In order for advertisers to stay timely and relevant, "our content needs to move at the speed of social media," says Kevin Burke, head of global consumer marketing at Visa."
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