Lionel Messi, arguably the greatest soccer player of all time, is still having a stellar run of form.
Click here to read the story at foodandwine.com.
Discussion Questions:
- What is fandom?
- How is Lay’s tapping into fandom as part of this campaign?
- What is fan engagement?
- Why is engagement important to a brand?
- What is Lay’s doing as part of this campaign that could help to increase engagement, based on what you learned in this news story?
- How is the brand using social media as part of the campaign?
- Why do you think they included a limited-edition merchandise giveaways? How do fans enter to win the merch?
- How might that represent an example of promotion?
- What is athlete and celebrity endorsement?
- How do you think Lay’s decided on Lionel Messi is the spokesperson for this marketing campaign?
- What advantages might Messi provide for the brand?
- What are any potential disadvantages to having Messi as the spokesperson?