Hasta La Creative!

As it seeks to build buzz for its next “Do Us A Flavor” contest, Lay’s has struck partnerships with Google, Food Network and SundanceTV. But in addition to those well-known entities, the PepsiCo-owned brand has also tapped an unlikely, and lesser-known, partner: start-up mobile messaging app Yo.

Yo launched last year, primarily allowing users to send their contacts one message: “Yo.” Plenty of media companies have signed on since — including MTV and USA Today — and typically use the service to push out news and content. But Yo has failed to break through in a major way with consumer product brands, and one recent partnership with Motorola did not go so well (see below).

But Lay’s is willing to give Yo a try. “We’re always looking for new and different ways to engage with fans around the ‘Do Us A Flavor’ contest. We’re excited to see how fans respond to our presence on the Yo app,” Tina Mahal, senior director-marketing at Lay’s, said in a statement.

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