Doritos Promo, Case study DODGEBALL by AMV BBDO London

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market United Kingdom
Agency AMV BBDO London
Released July 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PEPSICO
Date of First Appearance: Jul 1 2009 12:00AM
Entry URL:
Media placement: National TV - ITV1, CHANNEL 4, ITVDig, C4Dig, SKY1,2+3, DAVE, GOLD, LIVING, LIVING2, VIRGIN ME - 29.04.10
Media placement: Online - Facebook, youtube, twitter, bebo. - 29.04.09

Results and Effectiveness
Over the 30 days of the live competition the public could continually get involved or simply watch the action as it happened. In total we had over 300,000 site visits, resulting in 91,000 live games being played and a massive 593,000 balls being fired. By the end of May we had found our winning team – The Leeds Hawkeyes. For these six lads from Yorkshire the adventure had only just begun as we flew them to Las Vegas for a World Championship decider against the US Champions – The San Diego Crossfire.

Creative Execution
We decided to give everyone in the UK the chance to play live online dodgeball to help find the UK’s best dodgeball team. To do this we designed and built eight Dodgeball cannons capable of being fired in real-time (with as miniscule a time-lag as possible) from any computer in the UK. This was one of the largest live streamed video competitions ever attempted. We invited real-life amateur dodgeball teams to come and stand before our arsenal of cannons and play live against the nation. And it wasn’t only real dodgeball players we shoved into the firing range. We also gave Doritos fans the chance to shoot at people they really wanted to hurt. Timmy Mallet, Jodie Marsh and even Nikkie Graham entered the shooting gallery only to return bruised, bumped and battered.

Insights, Strategy & the Idea
Brief: Doritos has a great history of giving consumers experiences they’ve never had before. Briefed with the job of launching a new flavour – ‘Flamin’ Cheeseball’ we knew this campaign couldn’t be any different. So we decided to ask Doritos fans to get involved with a fun and innovative campaign guaranteed to make our product launch go with a BANG! Navigation: The existing site and many of the videos created throughout the campaign can be viewed here: Simply click the ‘Dodgeball Challenge’ icon.