• by OMMA Magazine Writers , August 22, 2011

The FritoLay Farmville partnership combines the scale and engagement of social gamers, mixing paid, owned and earned media. FritoLay's decision to use all-natural ingredients in a variety of its chips prompted OMD to design a place in Zynga's Farmville where players could harvest FritoLay crops and see the all-natural ingredients come to life on the farm. In return for their help, players could enhance their game play. The campaign delivered 1,876,933 new "likes" generated in 24 hours, the results making their way into the Guinness Book of World Records for the fastest growing brand page within a 24-hour time period, ousting former record holder Oreo. Today, the Facebook page has 2,185,457 fans and growing.