Doritos Case study MARIACHI by AMV BBDO London

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MARIACHI

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Industry Confectionery & snacks, Chips
Media Case study
Market United Kingdom
Agency AMV BBDO London
Director The Sniper Twins
Executive Creative Director Paul Brazier
Creative Director Mark Fairbanks
Art Director Thiago De Moraes, Jeremy Tribe, Prabhu Wignarajah
Producer Dickie Jeffares, Trish Russell
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of experiential events Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of experiential events
Advertiser: PEPSICO
Product/Service: DORITOS
Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Executive Creative Director: Paul Brazier (AMV BBDO)
Creative Director: Thiago De Moraes (AMV BBDO)
Creative Director: Mark Fairbanks (AMV BBDO)
Art Director: Jeremy Tribe (AMV BBDO)
Writer: Prabhu Wignarajah (AMV BBDO)
Writer: Jeremy Tribe (AMV BBDO)
Art Director: Prabhu Wignarajah (AMV BBDO)
Art Director: Thiago De Moraes (AMV BBDO)
Writer: Mark Fairbanks (AMV BBDO)
Producer: Trish Russell (AMV BBDO)
Director: The Sniper Twins (Independent Films)
Producer: Dickie Jeffares (Independent Films)
Editors: Jinx Godfrey (Marshall Street Editors)
Recording Studio: The Lab (AMV BBDO)
Digital Producer: James Rowley (AMV BBDO)
Digital Producer: Angela Meier (AMV BBDO)
Audio: Chris Maclean (AMV LAB)
Editing: Suzy Norton (AMV LAB)
Editing: Afsa Khan (AMV LAB)
Production: Rebecca Mitchell (AMV LAB)
Describe the campaign/entry
In the UK the only medium where branded content has huge restrictions is TV. All other media are more malleable.
The audience was drawn to the main content of the campaign which appeared on Facebook content via TV ads, pre-roll ads and YouTube ads.

Results
So we created a band that would generate a lot of content: songs, performances, singles, albums, music videos and gigs. A band that behaved in exactly the same way the product does; they brought Mexican fun to the party. This band we called Mariachi Doritos. Their mission was to go to dull English parties and transform them by injecting a Mexican flavour. They did this by taking tired old English classic pop songs and remaking them in the Mariachi style.
They went on tour, playing live at people's real parties across the UK; in the flesh and 'virtually' in web gigs. It was the first ever Facebook tour.
People would book the band for their gig through the Doritos Facebook page. The band would then either turn up at their door or appear on screen and interact with them virtually. We did 70 gigs in all. As well as the remade old classic songs, we also created bespoke songs for each party host written based on their Facebook profile. The performances could be watched live on Facebook, and were also captured and shared later on Facebook, YouTube and pre-rolls.

Doritos has recently been very successful with a younger target market in the UK, becoming part of their shared occasions such as parties etc. The job for the brand this year was twofold: to get a wider audience ( ages 20-45) to understand that Doritos is what makes a party lift off, and to grow their relatively sparsely populated Facebook fanbase and Twitter presence.

For all the video content we generated 14.2m video views. The brand's Facebook reach went from 90,898 people a week to 7,032,226. It was the most successful FMCG campaign on Facebook in 2012. The DoritosParty trend re-tweets were viewed 7,784,594 times. And best of all Doritos enjoyed a 23% uplift in sales.