RIHANNA LATE NIGHT GLOBAL by Goodby Silverstein & Partners San Francisco, Ketchum San Francisco, UNITED ENTERTAINMENT GROUP for Doritos

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RIHANNA LATE NIGHT GLOBAL

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director Marc Sobier, Jonathan Graham
Executive Creative Director Rick Condos, Hunter Hindman
Art Director Danielle Thornton
Agency Ketchum San Francisco
Agency UNITED ENTERTAINMENT GROUP
Released February 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: DORITOS
Product/Service: DORITOS LATE NIGHT
Agency: GOODBY SILVERSTEIN & PARTNERS
Agency: KETCHUM LOS ANGELES
Agency: UNITED ENTERTAINMENT GROUP
Date of First Appearance: Oct 19 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.doritoslatenight.com
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: Maura Menapace (Goodby, Silverstein & Partners)
Account Manager: Mary Ashley Chenoweth (Goodby, Silverstein & Partners)
Executive Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Executive Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Associate Creative Director: Marc Sobier (Goodby, Silverstein & Partners)
Associate Creative Director: Jonathan Graham (Goodby, Silverstein & Partners)
Art Director: Danielle Thornton (Goodby, Silverstein & Partners)
Senior Interactive Producer: Sosia Bert (Goodby, Silverstein & Partners)
Group Brand Strategy Director: Ted Florea (Goodby, Silverstein & Partners)
Brand Strategist: Charlie Hauser (Goodby, Silverstein & Partners)
Vice President: Alisa Feinstein (Ketchum PR)
Agency Partner: Adam Smith (United Entertainment Group)
Media placement: Social Media Update - Facebook - 19 October 2010
Media placement: Press Release - PR Newswire - 19 October 2010
Media placement: Social Media Update - Twitter - 19 October 2010

Insights, Strategy & the Idea
For 40 years, Doritos has been an internationally famous chips brand. In 2010, we were tasked with promoting Doritos Late Night - a special line of Doritos flavours - on a global scale. We needed a solution that would connect more than 20 countries globally, with a focus on key regions (the U.S., Brazil, Turkey, Canada, the United Kingdom and South Africa) in a relevant and contemporary manner true to the Doritos brand.

Our targets shared several universal traits regardless of their nationality:
- For the cost of a bag of chips, teens have myriad bite-size entertainment options (Xbox upgrades, iTunes songs), not just other snack options
- Teens everywhere crave popularity and being the first to discover and share
- Fascination with music and celebrity transcends all cultures

From this emerged our communication strategy - Doritos is your VIP pass to an exclusive, intense, original music experience.

Creative Execution
We partnered with international superstar Rihanna to create a first-of-its-kind music experience (inspired by Late Night chips) for her newest song - two videos, with day and night versions that were fully user-controlled.

Doritos had to be at the heart of this experience, not just a logo. Therefore, Doritos printed an augmented-reality marker on limited-edition bags of Late Night chips that would act as the key to unlock the experience.

In order to see the sexier night version, site visitors had to hold up a bag of Doritos to their webcam.

To get the word out, we recruited five up-and-coming regional bands that activated their fan bases and served as Rihanna’s opening acts. We built in share points throughout the site for fans to broadcast their experiences and recruit their friends to join. Lastly, we offered exclusive, personalized Rihanna photos for fans to share with the world via social media.

Results and Effectiveness
Worldwide viral firestorm:
• 288M PR impressions
• Helped generate 600,000 new Facebook “Likes”
• Contributed to the Doritos brand being the No. 1 most buzzed-about brand among all beers, beverages and snacks (Ad Age/Zeta Research, 2010)

Engagement with content:
• 15M-plus views of the content across the Web
• 41,000-plus hours spent on doritoslatenight.com
• 70% agree that the experience was worth their while (custom survey)

Business performance:
Doritos sales beat plans across multiple key regions—
• +30% in South Africa
• +48% in the United Kingdom
• +62% in Canada
• +48% in Brazil
• +14% in Turkey