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The Insight

Just before the last presidential election, Terra Chips introduced "Chip in for Change," a Facebook application that allowed fans to submit their policy suggestions for the incoming president. Knowing that the Obama campaign, the White House, and other high-profile and high-visibility groups were accepting online feedback from the public, Channel V Media quickly realized that Terra Chips had some serious competition getting the public to its forum.

The Approach

Although these other groups were better positioned to attract the general public, we knew Terra Chips had the upper hand with two particular demographics: chip lovers and bona fide Terra Chips fanatics.

Just because you build it...

Our mission, then, became attracting the attention of loyal brand advocates on whom we would rely to offer online endorsements on their blogs or other social media outlets in order to drive their audiences to the application. We also turned to the advertising and marketing trades to tout Terra Chips' digital savvy and social media gutsiness, to food writers to discuss its digital leadership, and to lifestyle writers to shine a light on the brand's ever-growing cult audience. Finally, we spread the news directly to the competition itself: The New York Times.

Terra Chips
  • Terra Chips is talking the talk and walking the walk to improve the customer experience for the Facebook community.

    — Blog Commenter

The Conversation

Our efforts resulted in a number of immediate trade reviews and spurred interest from a slew of bloggers, allowing us to quickly spread the conversation. We got on chip lovers’ radars with articles on Potato Pros, The Pulse and The Tastebuds, among others. But it wasn’t only the bloggers who lauded the application; the blogs’ commenters also praised Terra Chips' campaign and its entry into the social media conversation.

As web users propagated the news and we expanded our outreach, we saw even more coverage from The Morning Call, Snack Food & Wholesale Bakery magazine, and AllYou.com. The story was ultimately picked up by The NY Times—an article that was reproduced in full by a number of other outlets, thus further spreading word of this effort throughout the web.


  • Better to be part of the conversation than sit by the sidelines.

    — Blog Commenter

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