Social Tracker: Has Signing Up Lionel Messi Taken Snack Brand Walkers into the Social-Media Premier League?

Marketing, March 1, 2016 | Go to article overview

Social Tracker: Has Signing Up Lionel Messi Taken Snack Brand Walkers into the Social-Media Premier League?


It's hard to mention Walkers without thinking of Gary Lineker, the ex-footballer and sports presenter who became the face of the crisp brand way back in 1995.

There has long been speculation about the end of the tie-up, yet, 21 years down the line, it's still going strong. And in a surprising, probably very expensive, twist, Walkers even enlisted Argentina and Barcelona football superstar Lionel Messi to feature in its latest ad, alongside Lineker.

On social media, Walkers has focused heavily on sports-related promotional campaigns. As a result of Lineker's cast-iron association with the brand and brand-owner PepsiCo's recent sponsorship deal with the UEFA Champions League football competition, social tracker contributor Psona has found that the sport's fans are more likely to engage with the content being published by Walkers, as they are able to relate to and interact with its campaigns.

SOCIAL MEDIA REPUTATION (SMR) SCORE

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November Paddy Power started a campaign to get record-breaking Premier League goalscorer Jamie Vardy his own flavour of Walkers Crisps. A petition received more than 1000 signatures. In relation to Walkers, the campaign made @paddypower the second-most-mentioned presence after @walkers_crisps, with 359 mentions and 274,000 impressions.

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December Despite Walkers running a promotional 'Crisp-mas' campaign, the main story of the month was its release of a limited-edition variant called Vardy Salted, dedicated to Leicester City FC striker Jamie Vardy The tweet announcing its release received 6322 retweets, 3994 'likes' and, naturally, the support of Leicester fan, TV presenter and Walkers ambassador Gary Lineker.

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January Convenience-store chain Nisa ran a competition on its Twitter page asking users to retweet or 'like' to indicate their favourite flavour of Walkers MAX crisps. …

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