BATTLE OF THE CHEETOS by Goodby Silverstein & Partners San Francisco for Cheetos

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BATTLE OF THE CHEETOS

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released June 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: FRITO LAY
Product/Service: CHEETOS
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Jun 6 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.battleofthecheetos.com
Media placement: Digital Campaign - AddictingGames.com, Gawker Media, Federated Media, Digg, Break, - June 28, 2010

Insights, Strategy & the Idea
Cheetos’ mission is to get adults to lighten up and play more.

Our marketing challenge was to get shoppers to sample more across the Cheetos portfolio – Crunchy, Flaming Hot, Puffs… and so on.

In custom quantitative research, we found striking insights about Cheetos lovers:

Insight #1: Goofing Off and Escapism
• Our consumers love to goof off, but don’t have time in their busy schedules. We needed a solution that could fit into stress-filled lives.

Insight #2: Digital Gaming
• For our target, gaming is a huge turn on. They seek out quick hits of gaming fun throughout their day.

Insight #3: An (Untapped) Preference
• Unwittingly, Cheetos buyers tend to prefer one Cheetos variant. Flavour and form loyalty is something we believed we could exploit.

Communication Strategy: Invite users to goof off through a digital experience that only Cheetos could uniquely provide: Welcome to Battle of the Cheetos

Creative Execution
Fun and easy

• We created an immersive, instantly gratifying online gaming experience. Battle of the Cheetos allowed players to pick a side (e.g. Crunchy vs. Puff) and start a no-holds-barred war fought across the web.

• Our game enabled players to “mess up” the internet as users converted webpages into virtual battlefields. Cheetos armies roamed free over the webpage content, fighting above text they were just previewing.

• Any webpage on every website could be turned into a battleground! No two experiences were ever the same.

Integrating, not advertising

• We encouraged organic discovery by persuading sites to embed a Battle Badge. Cheetos was integrated into the digital landscape as an endorsed content partner worth engaging with.

• All in real time, users could battle by inviting friends or fighting live with existing players

• Extra war points were awarded when users posted victory messages via social media.

Results and Effectiveness
Over the first 2 months, 1.3 million users initiated battles

Users played BOTC for a staggering average of 27 minutes.

Users completed an average of 6.7 games (beating short-form gaming averages from fan favourite sites, like AddictingGames.com)

Qualitatively, 62% of people who were exposed to BOTC saw Cheetos as a “Fun” brand, a 15% lift over control

BOTC also contributed to solid sales growth. We achieved 5% above planned growth, equating to $4.5MM, across portfolio offerings

It was also FWA’s Site of the Day and Month, and even featured on the irreverent late night TV program, The Jimmy Fallon Show.