Lay’s Flavour Voting Campaign

Lay’s “Rafta Kim Kalsın?” (“Who Should Stay on the Shelf?”) invited viewers to vote for their favorite new Lay’s flavor directly from their TV remotes — no QR codes or second screens needed. In partnership with TVekstra and Poltio, the campaign used HbbTV technology to merge live TV votes with online results in real time. Reaching 750,000 households, it marked Turkey’s first interactive TV voting experience, transforming passive ad viewing into active consumer participation.

Description

Lay’s “Rafta Kim Kalsın?” (“Who Should Stay on the Shelf?”) invited consumers across Turkey to decide which new Lay’s flavor deserved to remain on shelves — turning a simple product vote into a nationwide interactive event.

In partnership with TVEkstra and Poltio, the campaign transformed a traditional TV commercial into a fully interactive experience through HbbTV technology. For the first time in Turkey, viewers could cast their votes directly from their TV remote controls — no QR codes, no second screens.

When the ad aired, an on-screen prompt invited viewers to choose their favorite flavor using colored remote buttons. Each vote was instantly transmitted via TVEkstra’s system to Poltio’s voting platform, merged with online votes in real time, and reflected in live campaign reporting.

This seamless integration bridged the gap between broadcast and digital, making television an active, two-way medium.

The results spoke volumes:

📺 750,000 households reached

🗳️ 1,060 interactive TV votes

⚡ Real-time synchronization with online participation

💡 Turkey’s first-ever live TV-based voting experience

“Rafta Kim Kalsın?” redefined TV advertising by giving audiences a direct voice in brand decisions — merging reach, engagement, and technology in a single, dynamic experience.

By uniting Poltio’s interactivity with TVEkstra’s HbbTV capabilities, the campaign demonstrated how advertising can evolve from passive storytelling into real-time, participatory engagement — setting a new benchmark for interactive TV innovation in Turkey.

Impact

The “Rafta Kim Kalsın?” campaign made a significant impact by transforming television from a passive viewing medium into an interactive engagement platform. For the first time in Turkey, audiences could actively participate in a brand decision — voting for their favorite Lay’s flavor directly through their TV remotes using HbbTV technology.

This innovation bridged the gap between broadcast and digital, creating a seamless, real-time connection between TV audiences and online participants. Every vote submitted via TV was instantly integrated into Poltio’s digital voting infrastructure, ensuring synchronized and transparent results across platforms.

Measured Impact:

📺 Reach: 750,000 households across Turkey

🗳️ Engagement: 1,060 interactive TV votes, synchronized with thousands of online votes

⚡ Innovation: First-ever real-time, remote-based TV voting campaign in the country

📈 Brand Lift: Increased audience engagement and perception of Lay’s as a dynamic, consumer-driven brand

Beyond the numbers, the campaign showcased how HbbTV can elevate advertising into an interactive, measurable experience — providing advertisers with real-time insights while offering audiences a sense of participation and influence. It set a new standard for interactive advertising in Turkey, proving that with the right technology, television can be as participatory and data-driven as digital media.