DORITOS VIRALOCITY by Proximity Toronto for Doritos

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DORITOS VIRALOCITY

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Industry Confectionery & snacks, Chips
Media Print, Magazine & Newspaper
Market Canada
Agency Proximity Toronto
Creative Director Ian Mackeller, John Gagne Agency Team:
Art Director Jeffrey Da Silva
Released February 2010

Credits & Description

Category: Foods & Drinks
Advertiser: FRITO LAY CANADA
Product/Service: DORITOS
Agency: BBDO PROXIMITY CANADA
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: BBDO PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.getaloadofthis.ca/2010/doritosviralocity/ws/
Creative Director: Ian MacKeller (BBDO)
Creative Director: John Gagne (Proximity Canada)
Associate Creative Director / Copywriter: Jon Webber (Proximity Canada)
Associate Creative Director / Copywriter: Adam Bailey (BBDO)
Associate Creative Director / Art Director: Andrew Hart (BBDO)
Art Director: Jeffrey Da Silva (Proximity Canada)
Web Developer: (Edentity Web Systems)
Technical Director: Darrin Patey (Proximity Canada)
Flash Developer: Jeff Vermeersch (Proximity Canada)
Production Manager: Karan Deepak (Proximity Canada)
Agency Producer: Johnny Chambers (BBDO)
Agency Planner: Zachery Klein (BBDO)
Agency Planner: Dino Demopoulos (Proximity Canada)
Agency Account Manager: Paul Lin (Proximity Canada)
Group Account Director: Timothy Welsh (BBDO)
Media Planning & Strategy: Dan Boem (OMD)
Digital Strategy Supervisor: Cesar Hervieux (OMD)
Public Relations: Angela Carmichael (Fleishman Hillard Canada)
Public Relations: Kim Saunders (Fleishman Hillard Canada)
Production House / CO: (CTV Productions, Brand Partnerships)

English Synopsis
Challenge/Strategy: How do you make a user generated content campaign mean more? If you’re Doritos Canada, you start by asking what participants really want from it? Fun? Cash? Digital notoriety? Idea: Name the flavour, make a video about it and make it go viral. Behind the scenes, a custom Viralocity Algorithm tracked the digital footprint of each submission and updated your score nightly. The higher your score, the better your chance of winning up to $250,000. Results: - 7,082,499 total views - #1 most viewed YouTube Sponsor Channel worldwide (March 2010) - Sales exceeding plan by +24%