Chip Camera Campaign: How Liz Created an Unforgettable Marketing Experience

Wondering how brands can capture their audience's attention, especially with the increasing competition for consumer attention? To answer this question, we can highlight Lay's chip camera campaign, launched at the heart of the biggest sporting event: the UEFA Champions League.

It wasn't just an advertisement, but a unique, live experience that combined real-life events with digital interaction, creating an unforgettable moment in the audience's memory and redefining the relationship between product and consumer.

Home: No Lay's, No Game Platform Lay's journey began when she launched No Lay's, No Game last year, trying to directly connect her brand to the football viewing experience.

The core idea presented by Lay's: There's no real fun without a Lay's bag. In the first version of the campaign, star Thierry Henry appeared visiting football fans in their homes, strengthening the connection between the product and the sporting event.

As the 2025 UEFA Champions League heats up, we've decided to take it to a new level with a live, on-field experience featuring two of the game's legends: David Beckham and Thierry Henry.

Chip Camera Campaign Details: Live Advertising at the Heart of the Event Live shooting in less than five minutes On February 22, 2025 , during a live match between AC Milan and Paris Saint-Germain at the San Siro stadium in Milan, Liz launched a feature-length ad that was filmed entirely in less than five minutes.

Beckham and Henry appear in the stands, sharing a bag of Lay's. Henry finishes the bag before Beckham can taste anything, so they decide to use the chip cam, an innovative version of the famous "Kiss Cam," to search the crowd for fans carrying bags of Lay's.

Moment of Surprise: When the Audience is the Hero The camera sweeps through the stands, showing funny shots of fans holding up other food items or empty bags until they get what they want. The camera then finds a father and his daughter carrying an actual bag, and they are immediately whisked away to the VIP seats next to the two football legends to watch the match. This is a spontaneous and unexpected scene that directly links the product to the actual experience.

Digital Interaction in the Scene: Lay's Detector Lay's went beyond the live event, expanding the chip camera campaign digitally in partnership with Meta by launching the Lay's Detector experience.

This experience allows consumers around the world to prove they own a Lay's bag by scanning a QR code that appears in the ad or on Lay's social media channels : Instagram and Facebook.

Creative execution and global expansion The campaign was produced by Slap Global and launched in select markets before being rolled out globally as the men's and women's UEFA Champions League finals approached in the spring. This staggered rollout gave the campaign continued momentum and allowed the messaging to be tailored to the specifics of each market.

Financial and commercial performance Although Lay's achieved mid-single-digit growth in 2023 (approximately 9% organic growth in North America), innovation in marketing campaigns such as the "Chip Camera" remains critical to maintaining the brand's position in a competitive market, especially with declining growth rates compared to the previous year.

Strong success and global resonance: Why was the chip camera campaign successful? Live Experiential Marketing: Filming the ad during a live match gave the campaign credibility and realism, making the audience feel like they were part of the event and not just a recipient of a traditional ad, creating a strong emotional connection between the consumer and the brand. Leveraging the power of celebrity : The involvement of Beckham and Henry, two of the most popular and influential football stars, added tremendous traction to the campaign and directly connected the product to the world of football, further spreading the message globally. Merging digital and physical reality: Lay's Detector's digital experience made the campaign accessible to everyone, creating a wave of organic content on social media that increased the brand's digital presence. Element of surprise and human interaction: Selecting a random audience and giving them an unexpected experience created an unforgettable moment, boosted customer loyalty, and created positive memories associated with the brand. How can brands benefit from the Liz: Chip Camera campaign? Focus on the experience, not just the message: Today's consumer wants real moments that are lived and told, not just ads that are watched and forgotten. Authentic experiences create a lasting emotional connection with the brand. Combine the physical and digital event: Modern technology allows for expanded engagement, so every consumer feels like they're a real part of the story, whether they're present at the event or interacting via digital platforms. Invest in smart partnerships: Collaborating with influential figures or major events strengthens the power of the message, expands its reach, and gives it greater credibility with the target audience. Build a real element of surprise: Unexpected moments or spontaneous rewards create deep loyalty and create lasting memories, turning the interaction into a personal story that the consumer wants to share with others. Campaign challenges Relying on a single event: The success of a campaign is tied to a major sporting event, which may be difficult to replicate with the same impact in other contexts. Future audience expectations: Raising audience expectations may put pressure on the brand in future campaigns. Limited access to live events: Despite digital expansion, the live experience remains limited to a lucky few. Results and impact Massive media hype: The campaign spread across social media platforms and media outlets, with thousands of shares and comments about the experience. Boosting brand loyalty: Associating the product with a positive moment in the consumer's life strengthened Lay's position as a brand that resonated with the public. Marketing Creativity Under scrutiny: The campaign has become a role model in experiential marketing and has been included among the best advertising campaigns at international advertising festivals. Comparison of campaign elements and their impact Campaign element direct impact Live announcement in the stadium

Credibility and realism, attract audience attention.

Participation of international stars

Global reach and influence.

Digital interaction via Lay's Detector

Expanding the base of participation and interaction beyond the event.

element of surprise

Building emotional bonds and unforgettable memories.

Create unique marketing experiences with Sbsial! If you want to replicate the success of the chip camera campaign or create new marketing experiences that will remain in the audience's memory, start your journey with Sbsial today and make your product the passport to the most wonderful moments in your customers' lives.