THE MOST EPIC WATCH PARTY GROUP

THE BACKSTORY During the World Cup, football is organised as much 4s its watched. Friends create group chats to decide ‘where to meet, who's hosting, and who's bringing ‘what, Lay's saw that this behaviour wasn't adjacent {0 the football experience. t was the football experience, So instead of using traditional media to talk about fans;we used the medium fans already Lise to make the tournament happen together: IDEA Lay's created “The Most Epic Watch Group® — a real WhatsApp group where football legends behaved lke rea friends planning a World Cup watch party The idea was simple: don't advertise around football conversations. Turn the conversation itself into the platform. By doing that, Lay's transformed a ‘messaging app into both a media channel and an entertainment format [Ort bed «_ ABSOLUTE i CINEMA STRATEGY The strategy was to build the campaign inside a behaviour that already exists globally, Every World Cup starts in the group chat, so WhatsApp became the natural home for the brand. This let Lay's move from interruption to participation, and from content distribution to ongoing entertainment. Every other touchpoint amplified the story, but the centre of ‘gravity always stayed in the chat IDEA (Over four months, the story unfolded through ‘messages, voice notes, reactions and match-day ‘banter inside a real WhatsApp group. Then, on the day of the party, a problem tured the idea into live entertainment: Leo, who was sipposed to bring the Lay's. was stil training, So the party started at the supermarket, where the group surprised fans and. Invited anyone holding Lay's to join them. The search played out live through the chat, turning simple group chat into a real-time entertainment channel < Click the link. Join the group a FAST@MPANY @X TODAY Tooarl —Fourfowiwo +=» SPORT DIGIDAY MARCA G33 DESIGNRUSH A GROUP CHAT BECAME LIVE ENTERTAINMENT JENNIE MOREL- GLOBAL HEAD OF BRAND WHATSAPP. 4.85MM NET FOLLOWERS ON WHATSAPP IN LESS THAN 4 WEEKS i] 237K NET NEW FOLLOWER PER DAY 250K+ REACTIONS PER WEEK /8.7K REACTIONS PER POST AVG. tol tment’ HENRY 2 PUTELLAS o> BECKHAM s CARELL