Walkers bag record website hits for multimedia campaigns

TelecityGroup supports fastest growing UK website, with a tasty 2,500% increase in hits

Walkers Crisps, part of PepsiCo UK & Ireland, has chosen TelecityGroup to provide hosting and connectivity for its website, supporting two of the most successful online marketing campaigns of 2008.

In July 2008 Walkers launched its ‘Do us a Flavour, Win a Packet’ competition, inviting consumers to suggest new crisp flavours and upload images to explain the inspiration behind the idea. The campaign relies heavily on the use of multimedia to engage consumers, building on the success of the previous ‘Brit Trips’ campaign which saw traffic to the website increase by 2,500% .

Miranda Sambles, Marketing Manager, Walkers stated: “Due to the popularity of the ‘Brit Trips’ campaign we knew consumers would enjoy the fun and interactive nature of the ‘Do us a Flavour’ campaign. It is vital our website can cope with the increase in traffic, in addition to the intense demands that the multimedia content places on the web infrastructure. We need to guarantee a great user experience at all times.”

Walkers worked with digital solutions specialist Jigsaw to develop and prepare the website ahead of the campaign. To provide the resilient underlying infrastructure, TelecityGroup is hosting the website across two of its data centres in London. A Local Area Network extension service and IP connectivity provides a flexible bandwidth solution to guarantee the site’s availability.

Adriaan Oosthoek, Managing Director TelecityGroup UK and Ireland, comments: “Walkers’ innovative use of multimedia content demonstrates how marketing is changing, by encouraging an interactive experience to engage consumers. It is important leading brands support such interactive marketing with websites which will withstand the rigourous demands of end-users. We are pleased that both Walkers and Jigsaw have recognised TelecityGroup as a premium provider of data centre and hosting services in this area. We are delighted to be supporting the ongoing campaign.”

About Digital Jigsaw
Jigsaw is a digital solutions agency that understands how the functionality of established and new technologies can be applied to offer creative solutions for its clients’ advertising and promotional needs.

Jigsaw provide an exceptional knowledge of all digital platforms (Web, WAP, Mobile technologies) and the ability to create and deliver engaging and rewarding experiences that meet brand objectives and bring results. The management team understand how a compelling digital experience is vital to drive trial, sales and brand loyalty.

Walkers Crisps is part of PepsiCo UK & Ireland
PepsiCo (NYSE: PEP) is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. As a member of the Dow Jones Sustainability World Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI North America), PepsiCo is a recognized leader in sustainability. For more information, please visit www.pepsico.com.

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