CHANGING THE GAME by Goodby Silverstein & Partners San Francisco, Ketchum New York, UNITED ENTERTAINMENT GROUP for Doritos

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CHANGING THE GAME

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Rick Condos, Hunter Hindman
Art Director Johan Arlig, Kevin Leung
Copywriter Matt Herr, Leslie Waggoner
Agency Ketchum New York
Agency UNITED ENTERTAINMENT GROUP
Released February 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: DORITOS
Product/Service: DORITOS
Agency: GOODBY SILVERSTEIN & PARTNERS
Agency: THE MARKETING ARM
Agency: KETCHUM LOS ANGELES
Date of First Appearance: Mar 1 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Group Communication Strategy Director: Max Heilbron (Goodby, Silverstein & Partners)
Communication Strategy Director: Amanda Sklad (Goodby, Silverstein & Partners)
Communication Strategist: Nancy Jeng (Goodby, Silverstein & Partners)
Group Account Director: Nancy Reyes (Goodby, Silverstein & Partners)
Account Manager: Michael Crain (Goodby, Silverstein & Partners)
Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Associate Creatie Director: Marc Sobier (Goodby, Silverstein & Partners)
Associate Creatie Director: Jonathan Graham (Goodby, Silverstein & Partners)
Senior Interactive Producer: Alex Burke (Goodby, Silverstein & Partners)
Print Producer: Hillary Talltree (Goodby, Silverstein & Partners)
Group Brand Strategy Director: Ted Florea (Goodby, Silverstein & Partners)
Brand Strategist: Charlie Hauser (Goodby, Silverstein & Partners)
Art Director: Kevin Leung (Goodby, Silverstein & Partners)
Copywriter: Leslie Waggoner (The Marketing Arm)
Art Director: Johan Arlig (Goodby Silverstein & Partners)
Copywriter: Matt Herr (Goodby Silverstein & Partners)
VP, Account Service: Lori Sutherland (The Marketing Arm)
Vice President: Alisa Feinstein (Ketchum PR)
Digital Supervisor: Mandy Murawsky (OMD New York)
Digital Strategist: Adam Gendelman (OMD New York)
Media placement: Digital - Homepage Takeover - ESPN.com - 11 November 2010
Media placement: Digital - ROS Banners - ESPN.com - 5 November 2010
Media placement: Print - Insert - ESPN The Magazine - 15 November 2010

Insights, Strategy & the Idea
Doritos’ core consumers are young, super-connected males. To speak to this group, we knew it wasn’t enough just to deliver the intense chip flavours they crave. We had to provide something as intense as our chips that spoke to their passions - namely, entertainment.

We struck at the heart of two of the target’s favourite pastimes - competitive sports and combative video games - and partnered with one of the largest sports video-game franchises in history, Madden NFL. With the launch of the next iteration, Madden NFL 11, looming, we set out to revamp the game in a uniquely Doritos manner.

To maximize the sponsorship, Doritos would need to truly change the way consumers play the game, by injecting a level of intensity that is core to the essence of the brand and the bold flavours that put Doritos on the map.

Creative Execution
How could we make Doritos integral to the partnership and not just a logo in the game?

First, we gave Doritos fans unprecedented control by letting them choose the Madden cover athlete for the first time ever.

Doritos then released two Madden-inspired flavours - Stadium Nacho and Tailgater Barbeque - and distributed them in the electronics aisle at major retailers so fans could pick up their favourite game and snack in one go.

Most importantly, Doritos created a first-of-its-kind 3D mode for Madden that could be unlocked only with a Doritos bag. Gamers could experience this brand-new dimension (known as Doritos 3D Mode) simply by purchasing a bag of chips.

To promote the experience, we created a first-ever 3D takeover on ESPN.com. Then, we convinced the editors of ESPN The Magazine to build a six-page 3D photo spread surrounding an insert featuring our Doritos 3D glasses - a first-of-its-kind execution.

Results and Effectiveness
Intense buzz
- Garnered over 400M PR impressions
- Covered in 120-plus articles among top gaming sites and media properties
- Contributed to Doritos being the No. 1 most buzzed-about brand among all beer, beverages and snacks (AdAge/Zeta Research, 2010)

Intense engagement
- Time spent on Doritos’s site was twice the industry benchmark
- Media click-through rates were nearly twice the category benchmark
- Helped generate over 700K additional Facebook “Likes”

Intense sales
- Contributed to Doritos’s highest sales week in over five years at the launch of the campaign
- 100% Sold out of Madden-inspired flavours