Doritos Promo, Case study LATE NIGHT by OMD London

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released October 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PEPSICO
Product/Service: DORITOS
Date of First Appearance: Oct 21 2010
Entrant Company: OMD UK, London, UNITED KINGDOM
Entry URL:
Business Director: Jon Ghazi (OMD UK)
Associate Director: Kate Osborne (OMD UK)
Planning Manager: Gemma Podmore (OMD UK)
Digital Associate Director: Pauline Kho (OMD UK)
Digital Planner: Santadip Roy (OMD UK)
Media placement: Online - Facebook And Music Networks - 21st October
Media placement: Mobile - Gaming Networks - 22nd November

Insights, Strategy & the Idea
We were tasked with launching two “Late Night” flavours to 18-24 year olds with a modest £500k. It’s no surprise that this group are comfortable using the latest technology, in tune with popular culture and continually in search of the latest thing so Doritos’ strategy is always to entertain them in a way that no other brand does. The big idea for this campaign was to use content with high social currency that we knew our audience would consume and share across multimedia platforms; an exclusive augmented reality performance of Rihanna’s latest single, and a track recorded exclusively for Doritos in a ground breaking 360 degree format by artist of the moment, Professor Green. By restricting access to the Rihanna content to those with a webcam and on pack QR code, we ensured that a purchase mechanic was built in, getting the new “Late Night” flavours into people’s hands.

Creative Execution
The Rihanna content was accessible only to those with a webcam. As this applied to only 40% of our audience, we managed disappointment by exclusively targeting Rihanna’s core fans, seeding exclusive teasers alongside Rihanna editorial, and distributing content across Facebook to those who “like” her. At the same time, we made sure the Professor Green content was universally accessible via a customised YouTube Channel, and personalised communications accordingly. We broadened our targeting to Professor Green fans on Facebook, relevant music content on YouTube and high reach music portals. Seeding a 360 widget on sharing sites allowed consumers to embed the content onto their social media pages and promoting a 360 iPhone app over a short period enabled us to push it high up the chart, encouraging further downloads. We underpinned everything with ‘fan’ recruitment, using the content to attract people to Doritos’ Facebook page.

Results and Effectiveness
Our seeding strategy for the Rihanna content resulted in 644,775 views (25% of which were viral) and the Professor Green content delivered a share rate of 1.04% (average 0.42%). The YouTube content has received 2 million views so far, smashing our target of 274,000 and the mobile app was downloaded 30,475 times taking us to number 4 in the entertainment free app section. The ‘fan’ recruitment increased Doritos “like” base by 46,711; a 65% increase in three weeks meaning that we can now communicate with 145,000 Facebook fans, instantaneously and without the need for paid for media.