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Doritos: “Snack Strong”
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  1. Doritos: “Snack Strong” Charnelle Yap & Sean Leahy

  2. A Look at Doritos • “Dorito” means “Little Gold” in Spanish • Launched in 1964, Doritos has undergone many brand transformations: Original Logo 1980’s-1995 1995-2003 2003-2006 2006-Present

  3. A New Vision For Doritos:“Snack Strong” • March 6, 2006: Goodby Silverstein & Partners took over the advertising account • Recreated Doritos into an interactive entertainment company with the “Snack Strong” campaign launched in 2007 • “No one craves advertising, especially teens. But they do seek entertainment.” • Their new approach was dubbed “co-consumer creative” advertising

  4. Co-consumer Creative Advertising: “Crash the Superbowl” • Crash the Superbowl campaign was launched in 2007 • Doritos challenged their consumers to create advertisements, the voter-picked finalists are aired during the Superbowl • In just its second year, the “Crash the Superbowl” campaign led to a 12.8% increase in sales for Doritos products • 16% increase for 2009

  5. Co-consumer Creative Advertising: “Crash the Superbowl” • Crash the Superbowl 2011 • Top 5 finalists each get $25,000 • Top 3 will air during Superbowl • 1st Place on USA Today Ad Meter: $1M • 2nd Place: $600,000 • 3rd Place: $400,000 • If they sweep top 3, each receives additional $1M

  6. Co-consumer Creative Advertising:“Unlock Xbox” • Unlock Xbox Campaign • Launched in 2008, challenges contestants to create a downloadable video game for Xbox Live • Finalists work with Microsoft developers to make their visions come to life • First winner was “Dash of Destruction” released in December 2008, and is the most downloaded Xbox game of all time (over 3M downloads)

  7. Co-consumer Creative Advertising: Doritos “Late Night” • -Augmented Reality • Flash AR marker on Doritos Late Night chips at webcam • Allows a 360-degree viewing environment exclusive videos: • Blink 182 (2009) • Rihanna (2010) • -Interactive Music Videos

  8. Original Taco flavored DORITOS are back in it's vintage packaging! What other flavors do you want us to bring back? #blastfromthepast Social Media • Facebook& Twitter • Consumers can make requests • Flavor • Product packaging • Provides links to sections on website • Updates current Dorito events  3,000 Followers DORITOS and LAY'S are sponsoring an art contest to celebrate Black History Month and recognize artists in your community www.celebratecommunityarts.com 1.5M “Likes”

  9. Relation to Class Media: TV & Web Media Strategy: maintaining consumer involvement through interactive activities online Crash the Superbowl Late Night Unlocking Xbox Reach: Superbowl& Dorito’s worldwide online audiences Frequency: consumers’ website visits

  10. References • http://www.goodbysilverstein.com • http://doritoslatenight.com/ • http://snackstrongproductions.com/