A promotion that PepsiCo’s Lay’s brand launched Friday in New York City in partnership with Uber could hold some clues about how marketers will adopt sampling to the digital age. The initiative makes use of Uber’s courier service called UberRush. Consumers logging into the service will be prompted by Lay’s to enter a special code. In return, Uber will deliver for free a picnic basket filled with potato chip flavors that are finalists in the brand’s “Do Us a Flavor” contest. The basket will also include two sandwiches from Katz’s Deli, fruit and two bottles of Aquafina water, which is owned by PepsiCo.

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In-store sampling elicits trial by engaging shoppers in the right place and at the right time. But as shopping online continues to grow, how can we continue to bring shoppers tangible brand experiences when it’s most relevant? #MarsTalk