乐事开创新玩法：周周开奖见明星，引爆消费新体验

Core Insights - Lays has launched an innovative promotional campaign titled "Eat Lays to Win Cash, Meet Stars Weekly," which has generated significant buzz on social media by offering consumers the chance to win cash prizes and meet popular celebrities [1][3] Group 1: Marketing Strategy - The campaign represents a strategic upgrade from traditional promotional methods by combining cash rewards with celebrity meet-and-greet opportunities, allowing consumers to choose their preferred type of reward [3][4] - Lays aims to create unique consumer experiences that enhance brand differentiation in a competitive snack market, focusing on emotional value and consumer engagement [4][5] Group 2: Consumer Engagement - The campaign targets 20 core products and spans over 100 million packages, with a six-month duration and a 100% winning mechanism to encourage ongoing consumer participation [4][10] - Weekly celebrity meet-and-greet opportunities are designed to maintain consumer interest and drive repeat purchases, effectively responding to consumer demands for value and experience [5][10] Group 3: Celebrity Collaboration - Lays has assembled a diverse group of over 30 celebrities from various entertainment sectors to amplify the campaign's reach and engagement through creative video content [6][9] - The brand's spokesperson, Wang Hedi, has played a pivotal role in generating excitement for the campaign, aligning with Lays' brand image of fun and enjoyment [6][9] Group 4: Sales and Distribution - The campaign is structured to create a win-win scenario for the brand, consumers, and distribution partners by leveraging extensive marketing efforts to drive foot traffic and sales in retail locations [10] - By integrating celebrity endorsements and experiential marketing, Lays aims to enhance market penetration and foster long-term brand loyalty [10][11]