RUFFLES & WSOP YEAR 1

SITUATION 

The Ruffles brand was looking for a new and unique branding opportunity within its never-before-tapped foodservice channel, Caesar's Entertainment. Ruffles, having a strict policy of staying away from gambling for old and obvious reasons, was a little hesitant moving forward, but we knew this was a gamble we had to take. 

SOLUTION 

After pitching ideas to Ruffles and Caesar's Entertainment, with properties such as NFL and NBA, we presented our last idea. Going all-in with the World Series of Poker, to put Ruffles on the map as the only chip guys want at their table. To our joy and amazement, both parties loved the partnership and Caesar's saw it as a perfect opportunity to push declining interest in the WSOP tournament. Together we developed a 360 marketing program to drive the purchase of Ruffles Guy's Guy Flavors while driving interest in the 2013 WSOP tournament and giving the WSOP Xbox 360 game a healthy infusion of players. 

RESULTS 

A first-of-it's kind promotion that swapped Ruffles bag impressions for product and media and gaming placement on major networks and Xbox as well as a free ride for Frito-Lay to the WSOP tournament. All in total, we added $2.2MM in media value for Ruffles, sampled over 20,000 units of new product, substantially increased social media exposure and followers for all three parties, and provided eight lucky winners an all-expense paid trip to Las Vegas and the WSOP tournament. A true WIN-WIN for everyone involved.