Frito-Lay created an invitation-only club for a handful of social media fans called the Frito-Lay Snack Society. Just 22 carefully selected fans have been asked to join the exclusive group. With the aid of Zyper, Frito-Lay found its biggest fans on social media, as the tech firm is useful for helpful for brands who want to engage with their top 1% of fans. According to founder and CEO Amber Atherton, “We look at a fan’s engagement, following-to-follower ratio, aesthetic style, location, demographics, activity, brand affinities and any other social data available.”
Members of the Frito-Lay Snack Society use an exclusive app to communicate with one another, answer surveys and create social media content in return for free snacks and merchandise.
Image Credit: <a target="_blank" rel="nofollow" href="https://www.instagram.com/p/B5S1qULhT3H/">Frito-Lay</a>
Why This Trend Is Growing
- Ultra-exclusive Snack Clubs
- Opportunity for brands to create invitation-only clubs for their top fans, providing exclusive benefits and engagement opportunities.
- Social Media Fan Engagement
- Brands can leverage technology platforms like Zyper to identify and engage with their most dedicated social media fans.
- Influencer Marketing
- Creating exclusive clubs or societies can serve as a strategy for brands to collaborate with influential individuals and utilize their social media reach.
Industries Being Reshaped
- Food and Snack Industry
- Opportunity for food and snack brands to create exclusive clubs that cater to their most loyal customers, fostering brand loyalty and advocacy.
- Social Media and Technology
- Technology platforms like Zyper can disrupt the way brands identify and engage with their social media fanbase, offering new opportunities for targeted marketing and communication.
- Marketing and Advertising
- Influencer marketing can be enhanced by partnering with exclusive clubs, providing access to influential individuals for strategic brand collaborations and promotions.
